#farm24 offers a rare, real-time window into British farming. Running from 5am on 30 July 2026 to 5am on 31 July 2026, 24 Hours in Farming will once again bring together farmers, food producers, rural businesses and supporters for the UK’s biggest agricultural digital event. Taking place, a week earlier than usual to align with BBC Farmwatch, this year’s campaign will put a spotlight on the people, places and produce that connect every household to the countryside.
Through photos, videos and updates shared directly from farms across the country, #farm24 will help audiences understand the skills, commitment and innovation behind the food they eat and the landscapes they enjoy. #farm24 celebrates farmers not only as food producers, but as custodians of more than 70% of the UK landscape and champions of rural life.
The campaign also comes at an important moment for the sector. Farming businesses are continuing to adapt to economic pressure, changing policy, labour shortages and increasingly unpredictable weather, while also being asked to deliver more for nature, soils, communities and future generations. By sharing authentic stories from the field, #farm24 helps bring those pressures and possibilities to life, bridging the gap between farm and fork in a way that is immediate, personal and engaging.
There are, however, practical ways to build resilience and reduce risk. Environmental land management funding can support the creation and care of farmland habitats, particularly in less productive areas. Alongside this, the growing focus on soil health is helping to encourage more sustainable techniques that reduce inputs, improve soils and keep food production at the centre of the business. Continued investment in research and development is also providing an opportunity to look toward improving crop yields and helping farms respond to the effects of climate change.
The agricultural sector has always evolved. While no business can control markets or the weather, farmers and land managers can strengthen their position by spreading risk, identifying new opportunities and planning for change. A forward-looking approach can help create farm businesses that are better equipped to withstand uncertainty and make the most of emerging opportunities.
Diversification can play an important part in that process. It can create additional income, help stabilise cash flow, make better use of existing assets and bring wider benefits to the local rural community. DEFRA reports that 66% of farms have diversified, with non-farming activities generating an average of £20,200 in additional annual income on farms that have embraced diversification
However, a successful venture requires careful planning. Farmers should fully explore funding, legislation, tax implications, liability and the likely impact on the existing farm business before committing. A detailed review of the farm business is often the best place to start. Looking closely at physical assets, the skills of key people and access to local markets can reveal valuable resources and untapped opportunities.
Our agribusiness team helps clients explore opportunities, develop viable enterprises and pursue their ambitions without exposing the core farming business to unnecessary risk. Whether advising farmers, landowners or investors, the team works to identify the most appropriate revenue streams for each client’s land, assets and long-term objectives.