Aberfield is working with the YNYER LEP to launch Grow Yorkshire, a major new collaborative initiative for farmers in the region
Posted on Mon 3rd Jun, 2019 in: Appointments by Katie Wadsworth
Leeds-based PR agency, Aberfield Communications, is working with the York, North Yorkshire and East Riding (YNYER) Local Enterprise Partnership to launch Grow Yorkshire, a major new collaborative initiative for farmers in the region.
Grow Yorkshire has been established to act as a positive voice for the industry, centred on cultivating enterprise and ensuring prosperity for Yorkshire’s farming and food businesses in a post-Brexit world.
Aberfield was appointed by YNYER LEP to manage the launch of its new initiative, aiming to generate a behavioural change in farmers, inspiring innovation to help them move away from subsidies to a more enterprise-led culture, as well as securing Government buy-in to the programme.
The campaign is the first of its kind to draw together farming bodies from across the sector, working together to seek Government support, which has not been done before.
Activity has successfully driven high levels of traffic to the newly launched Grow Yorkshire website, which signposts farmers to practical support on topics including how Brexit will impact farmers and general business planning advice, as well as events and case studies. It has also generated a significant amount of positive engagement on social media with stakeholders and farmers alike, leading to a number of direct enquiries from farmers to Grow Yorkshire, asking for support on collaborating with other farmers in different specialisms.
Following a successful launch, which included securing more than 30 signatures from leading organisations in the sector for an open letter to the Government; handing the letter over to Farming Minister, Robert Goodwill; as well as providing social media, stakeholder and media support, Aberfield is now working with the YNYER LEP to develop its first issues-based campaign which will see it tackle specific concerns for farmers in the region.
David Kerfoot, chairman of YNYER LEP, said: “Grow Yorkshire is taking a pioneering approach to help deliver a positive future for our farmers and rural communities. It is really important that farmers and other stakeholders are aware that support is available to them and are inspired by stories of others who have successfully innovated.
“We’ve already had great feedback from our stakeholders on the launch and are delighted with the initial results, so we look forward to working with Aberfield to take this campaign to the next step.”
Laura Cavanagh, Senior Consultant at Aberfield Communications, added: “Farming is a massive industry for the region and while there is a lot of uncertainty in this sector with the changing political landscape, there are also a lot of organisations out there who are able to support farmers, so it’s been a privilege to be involved in this project and help farmers access this help.”
“At Aberfield we find working on campaigns that generate positive influence in the region highly rewarding. Supporting the YNYER LEP in raising awareness of Grow Yorkshire, delivering and promoting change in the sector has been incredibly gratifying as we appreciate the impact of the initiative for farmers in our county.
“Working with the YNYER LEP on the Grow Yorkshire campaign has been a pleasure and we look forward to it continuing.”
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