The Oxford Farming Conference (OFC) once again demonstrated its pivotal role as a gathering point for thought leaders, industry innovators, and decision-makers in the food, farming, and environmental sectors.
This year’s theme, Facing Change, Finding Opportunities, highlighted the continually pressing challenges the industry faces, while spotlighting the potential for progress and innovation.
As a communications agency rooted in agriculture and rural affairs, attending events like OFC is invaluable for Pinstone in terms of staying ahead of the curve, deepening our understanding of the evolving landscape, and connecting with those shaping the future of farming.
This blog details key reflections and takeaways from this year’s conference from Pinstone team members Hannah Lloyd and Rebecca Morgan.
A resonating call to action
The Secretary of State, Steve Reed, set the tone with a statement that encapsulates the sector’s pivotal role: “Farmers are the stewards of our future – balancing food production, nature restoration, and rural livelihoods is not just an opportunity but a necessity.”
His sentiment echoed across the sessions, shining a light on the interconnectedness of food systems, climate resilience, and public health.
The disruption of Steve Reed’s address by a chorus of tractor horns served as a clear reminder of the immense frustrations over APR changes alongside the many other challenges farmers are facing, but overall, the conference reinforced a sense of possibility.
Professor of Economic Policy at the University of Oxford and Fellow in Economics at New College, Oxford, Sir Dieter Helm, suggested that we should proceed with optimistic realism, adding that we shouldn’t wait for a perfect blueprint from government, but instead ‘make our own music’.
This was a powerful reminder of the need for proactive, grassroots solutions that will likely require innovation and a change of mindset if we are to establish more profitable and sustainable systems. There was a sense that farming will likely need to ‘stand on its own two feet’.
A central theme of climate resilience
Climate adaptation and mitigation took centre stage, with thought-provoking insights from experts like Pete Falloon of the Met Office, who warned of how the UK’s “warmer, wetter climate is reshaping food systems.”
British environmental journalist, Gaia Vince, echoed these concerns, highlighting the increasing impact of ‘sticky’ weather patterns and providing a sobering outlook on impacts of climate change to come, highlighting the need for swift, collaborative action.
The industry’s role in driving broader decarbonisation efforts was compellingly framed by Ian Marshall of Queen’s University Belfast.
“This isn’t about decarbonising agriculture; this is about agriculture decarbonising the economy,” he said.
This reframing is both a challenge and a massive opportunity for the sector.
Consumer connection and public health
Another key theme was the importance of bridging the gap between producers and consumers. Anthony Murphy’s example of The Beefy Boys – a fellow Herefordshire-based business – showed the power of understanding and delivering on consumer needs with integrity, while Anna Taylor’s insights into public health revealed how sustainable food systems must also address diet-related health issues.
She highlighted the pressing concern that 56% of the UK’s calories currently come from ultra-processed foods.
Inspirational stories of change
The conference’s farmer-led sessions were particularly energising, especially at a time where it is challenging to find good news.
These stories of adversity driving positive change and potential of future innovation captured the resilience and ingenuity within the sector.
As JCB’s Tim Burnhope aptly stated: “The winning combination is coupling a can-do attitude with a sense of urgency.”
The value of industry events
For us at Pinstone, attending OFC is always about more than just listening to great speakers. It’s about engaging with the broader agricultural community and bringing those insights back to Pinstone HQ to help inspire and shape effective communications strategies for our clients.
It sets the tone for the year and ensures we’re ahead of the curve delving into the emerging trends and challenges so we can then consider how we best position our clients as leaders in their fields.
It is always a great place to network with industry experts and innovators and always opens doors for collaboration and knowledge sharing.
The event also helps us gain a wider perspective – hearing a truly diverse set of viewpoints enables us to craft messaging that resonates across the sector.
The ideas discussed at Oxford Farming Conference serve as a powerful reminder of what’s possible when the industry comes together to tackle challenges and embrace opportunities.
Events like this helps fuel our passion for driving impactful communications and reminds us why staying connected to the industry’s beating heart is so essential.
