LINKING the dual roles farming plays in growing food and creating valued landscape is one of the key drivers of the Farmers Guardian ‘Fair Trade for Farmers’ campaign. It was alsoo the theme at an open meeting at Cerne Abbas this week, organised by Dorset Farming and Wildlife Advisory Group (FWAG). Designed to engage with the general public, there was plenty for farmers to take away too, and while it was Dorset under the spotlight many of the messages could apply equally to other areas of the UK. Rosalind Pasmore summarises the best techniques for ‘getting your message across’.
The right messages
Linking the Dorset countryside firmly to the efforts of its farmers, FWAG farm conservation officer, Tim Bagwell, drew the audiences’ attention to the impact a lack of grazing could have on their favourite Dorset views.
“Dorset’s wide range of habitats – grassland, heath, wood pastures, arable, floodplain and coastal marshes – are all maintained by grazing livestock,” he said, adding that the famous Cerne Abbas giant, carved in the chalk, would no longer be on view without sheep.
Field boundaries, hedges, stonewalls and traditional farm buildings, all provide habitat for species of birds, bats and butterflies. Farmers’ unpaid management of the countryside is estimated at over £400million annually, said Mr Bagwell.
Historically, Dorset’s chalk downland has been grazed under an extensive system which has maintained flowering plants and wildlife as well as significant archaeological features. However, it is difficult to finish stock under these conditions, and grazed beef production is predicted to decline between 10 to 15 percent in the next five years.
Graziers will be more selective and the poorer land not grazed, resulting in a loss of wildlife, he explained. There would also be a decline in labour and traditional expertise in grassland management, said Mr Bagwell.
The right marketing
The ‘Direct from Dorset’ logo now appears not just on an increasing range of food and drink, but also on other environmental goods like walking sticks, besoms and charcoal made from Dorset’s woodlands.
Mandy Staple of Direct from Dorset, explained the logo helped businesses publicise their product with a unique selling point which gave consumers confidence in its origin.
“A survey has shown that holidaymakers want local food and the logo helps them identify it, as well as keeping money in the local economy. Hotels, restaurants and B&Bs can benefit from the logo too.”
Full membership costs £50 per annum and covers an inspection by Trading Standards. From this year, additional environmental criteria will apply which require all producers to show green credentials.
The right products
Steve Perry, who farms 100ha at Three Gates Farm, Leigh, started up on his own and said he was optimistic about the future.
The steers from his free-range, single suckled beef herd, are reared on for Tesco, while the heifers are grown on more slowly and the beef sold through his farm shop. The farm has regular open days and school days which helps in terms of advertising – all of it is by word of mouth.
However, any success he has will be down to hard work and producing ‘what the customers want’.
Customers, of course, can come in a wide range of shapes and sizes. The public sector has a vast range of opportunities available and contracts worth millions of pounds a year to more small-scale operations like that run by Tim Crabtree.
Mr Crabtree explained how the kitchens in Dorset County Council schools were closed over 20 years ago and now free school meals, consisting of sandwiches, were made up in London and trucked down each night.
Mr Crabtree works for the West Dorset Food and Land Trust and has recently set up a pioneering scheme for a school meal service.
A new kitchen centre using local produce is currently covering eight schools under a pilot scheme which uses some paid staff and parent volunteers. Charges are £1.50 for each meal, which covers costs. The aim is to spread the service to half the schools in Dorset and he is keen to help parents set up their own not-for-profit schemes. “This gives more control back to parents, these must be engaged. They and the children are now more aware of healthy food too,” he said.
Getting the message across
- The best advertising is word of mouth recommendation.
- A branding logo helps connect product with countryside.
- Consider getting involved with school meals.
- Research what people want to buy and make sure you produce it.
- Hold farm open days.
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