Midlands business helps launch new strategy for Open Farm Sunday

So  much so, in fact, that she recently swapped Haygrove Farm’s familiar fruit fields and orchards in Herefordshire for grandeur and history of the House of Lords in London.

Invited by LEAF (Linking Environment And Farming), Laura spoke to an audience of stakeholders from across food and farming about Haygrove’s experience of hosting their own open day event. 

She has delivered six events and her aim is always to give visitors a taster of what they grow with their organic and conventional berries and cherry growing business. 

She likes to share the values that define Haygrove, and surprise people with things they didn’t know, whilst also hosting a fun, family-friendly day out. 

“Open Farm Sunday is genuinely one of my favourite days of the year on farm for the joy and energy that the event brings, not just to visitors but our team as well,” Laura explains. 

“For us, it is an opportunity to engage, educate, and inspire. It’s fantastic seeing people enjoying berries straight from the field, realising that the berries they pick are the same ones they buy in the supermarkets. It makes farming relatable and relevant.

“Making the farm accessible gives us the chance to explain the role of polytunnels in sustainable farming. Engaging with the public in this way, and showcasing live examples of sustainability on-farm, also helps build consumer confidence in the LEAF Marque,” she adds.  

Laura was selected as one of two farmers invited to talk to guests at the House of Lords reception, hosted by Lord Donald Curry, celebrating the 18th anniversary of Open Farm Sunday recently and the launch of a new three-year strategy. 

Revealing the theme of ‘Cultivating Connections’, LEAF’s chief executive David Webster outlined a transformative vision for Open Farm Sunday that aims to deepen public understanding and appreciation of sustainable farming.

“Food connects us all and should be regarded as a highly valued asset. Yet much of society has become conditioned to take abundant produce for granted,” said Mr Webster.

“When food is readily available on shelves, it’s easy to overlook the intricate system of production and logistics that makes this possible. 

“Open Farm Sunday is a unique asset that consistently champions the hard work and skills across our industry. It has never been more important to serve this vital function and provide an opportunity to celebrate the rich and diverse links between communities, food, farming, and nature,” he adds. 

Bridging the gap between consumers and producers and fostering a robust, climate-positive food supply chain through events such as Open Farm Sunday can have a transformational effect.

The event’s 2024 impact report highlights the public’s desire for more opportunities to visit farms. The survey showed that over 90 per cent of attendees left with a greater appreciation for what farmers do and a staggering 95 per cent of visitors saying they gained a better understanding of what ‘sustainably produced food’ really means.

Remarkably, 23 per cent of visitors had never been to a farm before, there was an even 50:50 split between urban and rural attendees, and 38% said someone in their group felt inspired to consider a career in agriculture.

Laura  says that Open Farm Sunday is a great way to attract fresh talent to the industry. 

“Part of Haygrove’s purpose is to create opportunities for great people," she adds. "We need to attract fresh talent for a diverse range of careers, and it’s events like Open Farm Sunday that act as a shop window for the industry and spark ambition. 

“In the past 18 months, we have employed three people who first visited Haygrove on a school trip.

“Whether visitors come to Haygrove to learn more about growing, or just to enjoy a fun day in the countryside, we hope they leave with a greater understanding of fruit growing, an appreciation for the people involved, and a sense of value for the sustainably grown, fresh British produce they enjoy.”

Cultivating connection is a sentiment that aligns with Haygrove’s ethos and ambitions. 

“In these challenging times for British agriculture, it's perhaps more important than ever to connect people with farming and the rural environment,” Laura says. “This helps foster empathy for the challenges faced, invites collaboration in shaping the future, and highlights the opportunities to be involved.

“It was really powerful to hear about the collective impact of Open Farm Sunday over the last 18 years during the House of Lords event. 

"In that time, farms have welcomed 3.25 million visitors and I hope that other local farms of all scales and types will consider getting involved for 2025.”

When it comes to offering advice to farmers considering ‘dipping their toes’ into hosting an Open Farm Sunday event, Laura adds:  “Do it! The LEAF team are on hand and Open Farm Sunday resources are brilliant to support you at all stages.”

To help farmers keen to host an Open Farm Sunday event in June, the LEAF team is organising on-farm workshops in March and a series of webinars to encourage and support farmers to get involved on June 8, 2025. 

To find out more about Open Farm Sunday, its 2024 impact and to register an event visit https://farmsunday.org.