Episode Details

Campaign groups scrutinising food and farming have become more professional, coordinated and technologically capable. How should farmers and agricultural businesses respond—and where does the industry need to improve?

Tom Woolman and Tom Willings are joined by Amy Jackson, founder of Oxtale Communications and a research fellow at the University of Nottingham. Drawing on her experience in agricultural communications, issues management and academic research, Amy explains how campaign groups build simple, compelling narratives and use media, political influence, investor pressure and coordinated objections to advance their aims.

The discussion examines areas in which agriculture has responded effectively, including antibiotic stewardship and the poultry sector’s work on Campylobacter. It also considers where a slower or fragmented response—particularly around water quality and nutrient management—has allowed criticism to gain momentum.

Amy argues that campaigners are often most successful when they amplify concerns that already exist. Rather than becoming trapped in arguments over blame, the industry can strengthen its position by addressing legitimate weaknesses early, collaborating with other stakeholders and communicating clearly about the action being taken.

The conversation also turns to planning applications, mass objections and the increasingly sophisticated use of digital tools by campaigners. Amy explains why the number of objections is not itself decisive, why robust evidence and environmental assessments matter, and how long-term relationships with local communities can help farmers establish trust before a contentious application is submitted.

In this episode

• How agricultural campaign groups have become more sophisticated and coordinated.
• Why simple campaign messages can overpower complex, evidence-heavy industry responses.
• The growing personal and reputational pressure placed on individual farmers.
• Lessons from antibiotic stewardship and the poultry sector’s work on Campylobacter.
• Water quality, nutrient management and the debate surrounding the River Wye catchment.
• Why collaboration can be more productive than attempting to apportion blame.
• Stakeholder-led approaches to environmental policymaking.
• How planning authorities assess coordinated or template-based objections.
• The importance of material planning considerations and strong environmental evidence.
• How farmers can build trust and resilience through sustained community engagement.