Farmers across the UK are gearing up for a significant day of action, with thousands expected to rally in Westminster to voice their discontent with government policies, particularly on taxation. This movement is being spearheaded not by traditional unions but by a new wave of farming influencers who have leveraged their social media platforms to mobilize widespread support.
Among the most prominent of these figures is Olly Harrison, a cereal crop farmer from Merseyside with a substantial following on YouTube. Harrison, alongside other influencers like Andrew Ward and Martin Williams, has become a key voice in highlighting the challenges faced by the farming community. These influencers argue that their positions outside traditional union structures give them greater freedom to speak out and rally support for their causes.
While the National Farmers’ Union (NFU) is organizing its own lobbying event, the influencers’ rally is expected to draw a larger crowd near Downing Street. Initially conceived as an overflow for the NFU event, this rally has gained momentum as influencers use their platforms to amplify rural grievances. In addition to raising awareness, the group plans to make a significant donation to food banks, emphasizing their aim to engage constructively without resorting to more disruptive tactics.
Recent protests in Wales have already showcased the growing discontent among farmers. Groups like Digon yw Digon (Welsh for “enough is enough”) have mobilized in response to proposed changes in inheritance tax policies, which many believe would disproportionately affect farmers. Influencers like Gareth Wyn Jones, with millions of followers on YouTube, have brought national attention to these concerns. While the government estimates the changes will impact only a small number of farms, many in the industry fear a much broader effect, citing figures suggesting up to two-thirds of farm businesses could face challenges under the new rules.
Harrison and his peers are also working to bridge the gap between rural and urban communities. They argue that public support will be crucial in driving meaningful change, emphasizing the need for education about farming practices and the sector’s challenges. They caution that disruptions in the food supply chain might become inevitable if their concerns are not addressed, which could help underscore the importance of their demands.
The rise of farming influencers can be traced back to the COVID-19 pandemic when many began sharing glimpses of their daily lives online. From documenting lambing season to showcasing the intricacies of crop planting and harvesting, these posts resonated with audiences far beyond the farming community. Influencers like Rebecca Wilson and Ioan Humphreys have since built loyal followings, blending authenticity with advocacy to highlight the realities of modern farming.
This digital movement has been supported by specialized marketing agencies, like Hillsgreen, which represent farming influencers and help them navigate the online space. These agencies have found a niche in amplifying rural voices, as traditional media often overlooks the sector’s issues.
Public perception of farming has shifted in recent years, with shows like Clarkson’s Farm helping to demystify the industry for wider audiences. Influencers aim to build on this momentum by providing transparent insights into farming practices, from animal care to crop management. Many view their platforms as tools to educate and inspire, rather than as primary sources of income.
The growing influence of this online community signals a new era of advocacy, where social media becomes a powerful tool for mobilizing support and driving change in industries traditionally reliant on grassroots activism. As farmers and their supporters gather in Westminster, they hope to send a clear message about the need for fairer policies and greater recognition of their vital role in society.
