In the midst of the coronavirus pandemic, consumers have relied heavily on UK farmers to do what they do best and dig deep to meet the colossal demand for every day food products as shoppers drastically changed their retail habits.
Consumers are being asked to pledge their support in a host of different ways by simply visiting 24HoursInFarming.co.uk and accessing free resources as to how they can get involved.
Last year the campaign reached an audience of more than 112 million via Twitter, Facebook and Instagram and welcomed support from the Prime Minister, celebrity chefs, sporting stars and leading conservationists.
Sophie Jenkinson, from the Morrisons agricultural team, said: “Morrisons has sponsored 24 Hours in Farming for the past four years and it has also been a year full of unprecedented change around the world due to COVID-19.
“British farming has rarely been so close to the centre of public attention in such a positive way.“As British farming’s biggest direct customer, we are proud to continue to support #Farm24.
“This year’s event is an opportunity to continue the positive conversation on farming with the public through virtually welcoming people into a world that we know and love.”
Farmers Guardian editor Ben Briggs said: “Public awareness of the crucial role farmers play in feeding the nation and shaping our beautiful countryside has never been higher than it is right now.
“That is exactly why this year’s 24 Hours in Farming is such a fantastic opportunity for the farming community to harness that goodwill and give people an even deeper insight into what makes agriculture tick.
“Much of the wider public is genuinely curious about farming and how food is produced and this social media campaign really promotes the great people, places and stories that all too often do not get the recognition they deserve.”
Now in its fourth year 24 Hours in Farming will take place on August 6 at 5am to 5am August 7, and is presented by Farmers Guardian and Morrisons to champion UK agriculture and share the precious work undertaken 24/7 to keep the nation fed.
The site contains information on producers local to you, wonky vegetables, the environment and education packs.