Why Farming Shows Are the Ultimate Influencers in Agriculture

With deep pride and a few emotional moments, I recently gathered with my family to unveil a plaque honoring the beautifully restored Brian Morley Barn.

Owned by The Hope Agricultural Society and situated on the grounds of Hope Show, this historic stone barn has been thoughtfully rebuilt by my brother John and my nephew Sam.

This restoration serves as a meaningful tribute to my father’s legacy, marking the 30th anniversary of his premature passing during the show.

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About the author

Cath Morley

Cath Morley was raised on a mixed livestock farm in Derbyshire and now resides in Lancashire, where she works with her husband, Chris Halhead. Together, they manage a dairy operation milking 150 cows with three robots and raise their own replacement heifers.

Hope Show is one among countless agricultural events across the country that depend on a dedicated group of volunteers for setup, organization, and execution.

When we all come together, the atmosphere is one of true community. The volunteers often return year after year, fostering and motivating younger generations.

I fondly recall accompanying my father to the showground as a child, where I was tasked with gathering baler string to secure sheep pens.

The pressure was intense; the fear of losing the penknife or cutting the strings wrong felt overwhelming at times.

Over the years, I progressed to arranging chairs, organizing the cattle tent, and eventually taking my place on the executive committee, where I oversaw my own section.

The laughter of the older gentlemen still echoes in my mind, as they shared banter, addressed current issues, and enjoyed each other’s company.

I now understand that such camaraderie and light-heartedness likely provided a vital social outlet for them, helping to combat the solitude often experienced in rural life.

Being part of the show committee taught me numerous life lessons, the most significant being the art of diplomacy; recognizing when to share my opinion and when it’s best to listen is a valuable skill.

I engaged in negotiations worthy of high policy deliberations while trying to procure additional tables for the YFC tent, often mediating disputes between the cattle and horse sections that threatened the very foundation of the show.

Agricultural shows, whether grand or modest, serve as extraordinary platforms for farmers, growers, and industry stakeholders to highlight the best of British agriculture—an authentic celebration of our achievements.

Delivering positive yet serious messages to the public through well-presented livestock demonstrations, combined with engaging and informative commentary, is a powerful method for encouraging consumer support for British farmers.

In recent times, social media has become the predominant tool for promoting agriculture, but the algorithms often amplify negativity.

Criticizing consumers for their lack of understanding or insisting they owe us gratitude for feeding them ultimately does more harm than good, potentially distancing them from the agricultural community.

I would love to quantify the number of positive exchanges that have taken place at our shows throughout the summer; I suspect it would soar into the millions—a figure even the most prominent influencers would envy.

All the dedicated committee members and volunteers deserve recognition for their hard work in creating these remarkable events.

As for me, I plan to toast my dad and cherish the happy memories, just as I do every year during the Hope Show.