Why the Royal Norfolk Show will change how careers advisers see ag

For many, it’s still a picture of farming in the traditional sense: fields, livestock and a relatively narrow set of career options. Yet the reality is very different. 

Today’s food, farming and growing industries rely on engineers, scientists, accountants, researchers, environmental specialists, marketers, procurement experts and countless other professionals whose work is critical to the success of the sector.

That gap between perception and reality matters.

If students only hear about a fraction of the opportunities available, they may never discover careers that align perfectly with their interests, skills and ambitions. As careers advisors and educators, we have a responsibility to help young people see the full picture.

That is one of the reasons I’m particularly excited about the Royal Norfolk Show's new, first-of-it's-kind initiative, the Careers Trail and Tales.

Download the pdf guide to the Royal Norfolk Show's Careers Trail and Tales.

As the first initiative of its kind at a major agricultural show, the trail and tales, co-organised by TIAH and the Food and Farming Discovery Trust, will be bringing together employers, educators and industry professionals to showcase the breadth of modern agriculture and horticulture careers.

Beyond the stereotypes

One of the things I wanted the Careers Trail to demonstrate is that agriculture is much bigger than many people realise.

We’ve brought together organisations involved in conservation, accountancy, insurance, property, higher education, engineering, research and professional development. On the surface, some of those organisations might not appear to have much to do with farming at all, but in reality, they are essential to the success of the industry.

What this looks like in practice is a career landscape that offers opportunities for a huge range of interests and talents.

Recently, I met an agricultural accountant who told me he wished more people talked about careers like his. He loves the industry, is brilliant with numbers and has found a way to combine both. It’s a perfect example of something I think we often overlook when discussing careers in agriculture and horticulture.

The sector isn’t asking young people to become someone different. It needs people who can take the skills they already excel in and apply them in an industry that affects every one of us, every day.

Whether that’s engineering, communication, science, mathematics, business management or practical problem-solving, there is likely to be a place for those skills somewhere within food and farming.

A practical resource for careers advisors

For careers leaders, advisors and educators, the Careers Trail is designed to be much more than a walk around the showground.

The downloadable guide includes a route around 14 participating organisations together with suggested questions focused on labour market information, employability, progression opportunities and curriculum links.

One of the challenges careers professionals often face is finding opportunities to engage directly with employers and gather information that is genuinely useful for students. The organisations taking part in the trail have been briefed specifically to support those conversations.

Visitors can ask about apprenticeship opportunities, progression routes, recruitment needs, local employment opportunities and the skills employers are looking for. They can also explore how classroom learning connects to real jobs and careers.

For those working to deliver meaningful employer encounters and support Gatsby Benchmark activity, that kind of direct engagement can be incredibly valuable.

What might surprise visitors most?

I think one of the biggest surprises for visitors will be the sheer diversity of opportunities on display.

Visitors could find themselves speaking to research scientists at the John Innes Centre, learning about agricultural engineering apprenticeships with Ben Burgess, exploring procurement careers with The AF Group, discussing land agency and consultancy with Brown & Co, or discovering how specialist financial and insurance services support rural businesses.

Another stand that may challenge expectations is the Royal College of Veterinary Surgeons. Many young people can picture what a small animal vet does, but fewer understand the range of careers involved in protecting the health and welfare of livestock across the food production sector.

The RCVS team will be keen to discuss both veterinary careers and newer routes such as the Livestock Veterinary Technician Apprenticeship, highlighting how animal welfare, science, practical husbandry and technical expertise come together in modern farming. For students who care deeply about animals, it offers a valuable reminder that there are many ways to build a career supporting their wellbeing.

What often surprises people is that agriculture and horticulture aren’t asking young people to fit a particular mould. The sector needs people with different strengths, different interests and different ambitions.

That message feels particularly important for students who want purposeful careers but don’t necessarily see themselves in traditional agricultural roles.

There is another deliberate feature built into the Careers Trail. The route finishes close to the livestock rings and food halls, giving visitors the opportunity to see the animals, crops and food products that the industry works so hard to produce.

For careers advisors, that matters because careers become far more meaningful when students can connect roles with real-world outcomes. The engineers, scientists, accountants, procurement specialists and researchers featured on the trail all contribute, in different ways, to the food on our plates and the stewardship of our countryside.

Just as importantly, these areas of the show are among the best places to meet the farmers and growers themselves. Agricultural shows remain one of the few environments where visitors can have direct conversations with people working at the heart of food production.

If a student is seriously considering a hands-on career in farming or growing, these are often the people best placed to discuss the realities of the job and, potentially, opportunities for work experience or industry placements.

Bringing careers to life through real stories

Alongside the Careers Trail, visitors can attend Careers Tales in the Futures Marquee, where early and mid-career professionals will share their journeys into the sector.

This is where career pathways become tangible.

One of the speakers recently completed a psychology degree before realising she wanted to work in food production and agriculture. Today, she is building her career with G’s Fresh.

I think stories like this are incredibly powerful because they challenge another common misconception: that careers in agriculture follow a single, predetermined route.

In reality, people enter the industry through all sorts of pathways, bringing different skills, experiences and perspectives with them.

For students who are unsure about their next step, hearing those stories can be transformative. For careers professionals, they provide real examples that demonstrate the flexibility and accessibility of the sector.

A different way to experience an agricultural show

Agricultural shows have always been about showcasing the very best of farming, food production and the countryside.

The Careers Trail and Careers Tales add another dimension by helping visitors connect what they see in the showground with the people, skills and careers that make it all possible.

Having spent many years working with young people, I know that issues such as food security, animal welfare and caring for the countryside resonate strongly with them. What is often overlooked is that these priorities sit at the heart of an enormous range of careers across agriculture and horticulture.

This isn’t simply about learning what jobs exist today. It’s about understanding where future opportunities are emerging and ensuring students have access to the full range of pathways available to them.

Planning your visit

If you’re attending the Royal Norfolk Show, I would encourage you to start by downloading the Careers Trail guide and identifying the organisations most relevant to your students, subjects or areas of interest.

You don’t need to visit every stand or attend every talk. Pick the conversations that matter most to you and be prepared to ask questions.

What you may discover is that some of the careers we overlook are among the ones evolving fastest.

And that could open up entirely new conversations with the young people you support.