Cultivating connections: Reframing farming to reflect its wider societal value

Farmers are not just food producers—they’re the beating heart of communities, environmental stewards, and rural innovators. And yet, their true impact is often overlooked. As urban-rural divides grow, telling the real story of farming is more crucial than ever. Thankfully, innovative projects are leading the way. From ‘farmfluencers’ using digital platforms, to grassroots initiatives connecting communities and consumers, this article explores efforts highlighting farmers’ vital role in cultivating a sustainable future.

The recent EU CAP Network Thematic Group on Valuing Farmers' Wider Contributions to Society reflected on the broader societal value produced by farmers. To complement this thematic work, this article digs into innovative examples of ways to raise awareness about the multiple roles of farmers in rural communities.

The rise of ‘farmfluencers’

Over the past few years, a new wave of ‘farmfluencers’ has emerged — farmers who share their daily lives, successes and struggles online – as one of the most powerful tools in reshaping narratives about farmers.

Whether it’s a dairy farmer on YouTube talking about animal welfare, or a young farmer on ‘FarmTok’ (farming TikTok) working to inspire others to take up the mantle, these voices are changing the way the public engages with agriculture.

This shift toward direct digital storytelling is crucial. It gives a face to farmers, building trust through this personal touch, and reaches new audiences—especially young people—who may have little direct connection to rural life.

By blending education with entertainment, this direct line to farmers offers a behind-the-scenes glimpse into farming life, allowing them to shape their own narratives beyond outdated stereotypes.

For farmers that are interested in sharing their stories on social media but not sure where to start, there are plenty of resources cropping up to help get them started.

For instance, projects such as the Finnish Farmers’ Communication Guide, put together by the Finnish Central Union of Agricultural Producers and Forest Owners, can help farmers build the skills and confidence needed to engage effectively on social media, ensuring that their voices are heard in a crowded digital landscape.

Others have helped build a community around sharing stories online, such as a team of Austrian ‘Farmfluencers’, supported by the Austrian Chamber of Agriculture, which helps to amplify their messages, raising awareness among the general public while bringing about positive change.

Thanks to projects like this and social media opening a window for a glimpse into farm life, the ‘farmfluencer’ movement is going from strength to strength.

More recently, it has also had a boost from some more unexpected helping hands, with a growing number of celebrities investing in farming and championing the importance of farming in societies.

Take, for example, the smash-hit British TV show ‘Clarkson's Farm’, which focuses on British celebrity Jeremy Clarkson navigating the complexities of the profession, or musician Andy Cato, who became an arable and livestock farmer in France and now shares his story online.

Many hands make light work

However, keeping up an online presence requires investment, in time, money and energy, as well as the confidence and desire to communicate and promote oneself. This means it does not appeal to, or is feasible for, every farmer.

That’s where broader digital campaigns, by supporting institutions (or organisations), and lending a helping hand to support farmers in promoting the profession, come into play. This includes examples such as the Irish CAP Network's 'There’s More To The Story'. This eight-week social media campaign, which kicked off in February 2025 and was co-funded by the EU and the Irish Department of Agriculture, was designed to showcase the vital contributions of farmers in Ireland towards restoring the natural environment through various CAP schemes.

Through a combination of powerful visuals and data-driven storytelling, the initiative aimed to counter the common misconception that farmers are solely focused on production. Instead, it emphasises the significant role they play in shaping a more sustainable future for rural landscapes, platforming the often-overlooked environmental work being carried out by farmers, such as habitat restoration, biodiversity conservation, and soil health improvement.

The campaign provides a great example of how collective efforts and digital tools can work together to reshape perceptions and ensure that the broader contributions of farmers are valued.

Support for farmers sharing their experiences can also come in other forms, such as the German Agricultural Society’s influencer awards. Open to all farming communicators with more than 1 000 followers, the awards help showcase online influencers, helping to spread their message and support their work by connecting nominees with media contacts and with each other at an annual awards ceremony.

Boots on the ground

While digital platforms serve as powerful tools for storytelling, it is still hard to beat the impact of hands-on experience directly engaging with the land and its stewards – something programmes such as the Open Farm Day in Estonia know all too well.

Launched in 2015, the annual event, organised by the Estonian Ministry of Regional Affairs and Agriculture and the Estonian CAP Network, connects urban residents with rural life by inviting them to visit farms and rural businesses across the country. Since 2015, it has become increasingly successful, with over 350 farms participating and attracting more than 300 000 visitors in 2024.

By offering a firsthand experience of farming, the open days help to demystify agricultural practices and seed a deeper appreciation for food production.

However, the impact of Open Farm Day extends beyond education— it fosters rural tourism, supports local economies, and strengthens the bond between rural producers and urban consumers, showcasing the valuable contributions of rural communities to broader society.

Another inspiring initiative is the Austrian CAP-funded project Afterwork at the farm (Afterwork am Bauernhof), which offers farm visits for people from bigger cities. It provides the opportunity for 15-20 people to visit two farms and exchange with the farmers, sample their products, and listen to their stories. At present, over 40 farms are such “Afterwork farms”. In the surrounding area of the capital Vienna, interest is high, and these kinds of events are organised every other week.

The CAP can also lend a helping hand in promoting on-farm education and peer-to-peer learning through demonstration farms. For example, CAP Strategic Plan subsidies helped fund the Dutch regenerative farm de Biestenhof to set up an on-site sharing of knowledge and experience with farmers, farm advisors and students on their farming model.

Enhancing farmers' societal role

Meanwhile, other programmes work to enhance farming’s societal role by combining social projects with farms. For example, one Social Farming project in Ireland offers those with disabilities therapeutic farm visits, while another in Austria, the Gartenhof Waiern, is an organic farm that employs people with disabilities.

Projects like these can offer real, tangible benefits beyond weaving social connections. For example, Nos Oignons, a project in the Belgian region of Wallonia supporting social inclusion on farms, was found to be a cost-effective way of supporting the community. While home day care can cost upwards of EUR 190 per day per patient, social farming is estimated to cost a fraction of this, at EUR 80 per day per patient.

In this way, farming can help fulfil a crucial social role. The knock-on impacts are manifold, creating jobs for the community while increasing interest in the farm and its products, as well as highlighting farming’s key societal role and far-reaching contributions to both the environment and local communities.

Digging deeper

Truly valuing farmers means acknowledging the full breadth of their contributions—not only in providing food, but in nurturing ecosystems, rejuvenating communities, and driving innovation for a sustainable future.

By finding innovative channels to share richer, more diverse and impactful stories from the ground, society can cultivate deeper connections with farmers, helping to reframe farming in a way which reflects the true value of their role in our societies.

The recent EU CAP Network Thematic Group on Valuing Farmers' Wider Contributions to Society identified a list of good practices from across the EU that can offer further inspiration, which will soon be available on the Thematic Group page, together with other relevant resources.