Collaboration is key as consultation group meets

The consultation group, chaired by TIAH Chair David Fursdon, included senior members of stakeholders active in skills and careers in the industry. Invited speakers included the National Federation of Young Farmers’ Clubs, the NFU, and Family Kids & Youth research.

Going into the meeting, I hoped there would be recognition that successful career promotion will only have an impact if the industry works together in this pre-competitive area. I also wanted recognition that TIAH can help new and existing schemes increase impact by being the central point for careers information for the sector, helping users understand where all the information and support can be found.

The meeting focused on the findings of a major piece of TIAH-commissioned research by Dr Barbie Clarke of Family Kids & Youth. This involved interviews with over 1,000 people aged 13-23 and more than 500 parents, grandparents, careers teachers, and advisors. The aim was to understand perceptions about agriculture and horticulture and what prevented newcomers from pursuing a career in the industry.

The research showed low awareness of the sector – at home, in schools, and among career switchers.

Challenge of connecting young people with farming and growing

It highlighted that many urban young people feel detached from the sector, with no sense of belonging to the countryside. It also showed little understanding of modern farming, technological advances, or the opportunities existing within the broader list of job roles available in modern farming.

A key for me was that despite the efforts of the good schemes already working in schools, the perception of the industry is still the same. As a collective industry, I think it's clear that we need to renew and refocus our efforts and find ways to break down the barriers to attract a diverse range of people to meet the industry’s future needs.

A wide-ranging discussion followed, with the recognition we needed to be more targeted in our approach to attracting the next generation of workers into the industry.

Key points included: it's vital to influence the influencers – parents, grandparents, and careers advisors – so they fully understand what the sector is all about and what career opportunities exist.

It was felt agriculture and horticulture needed to be included in the current curriculum in schools, and closer connections between agriculture and horticulture and STEM subjects.

Need for more work experience opportunities

Good work experience opportunities must be made available by the industry, and ways need to be found to tackle misconceptions about the sector and overcome perceived stereotypes. More diverse role models will help inspire more young people.

It was pleasing to note in the research that young people showed plenty of enthusiasm once they began to understand what farming was really like.

It was a very positive meeting, which concluded with the consultation group chair, Lord Curry, stressing that the whole sector needed to collectively and collaboratively address the important issues raised.

TIAH is setting its careers strategy using the research evidence and feedback from the meeting. We shall be looking for support from the stakeholders to develop a more coordinated approach to careers information and initiatives.