This year's 24 Hours in Farming campaign is aiming to underline the importance of farmers in producing the nation's food during the Covid-19 crisis.
Now in its fourth year, 24 Hours in Farming will take place from 5am on 6 August to the same time the following day. The event is presented by Farmers Guardian and Morrisons and has been created to champion UK agriculture and share the work undertaken 24/7 to keep the nation fed.
Consumers are being asked to pledge their support in a host of different ways by visiting 24HoursInFarming.co.uk and accessing free resources to get involved.
In 2019 the campaign reached an audience of more than 112 million via Twitter, Facebook and Instagram and received support from the Prime Minister, celebrity chefs, sports stars and leading conservationists.
Sophie Jenkinson, from the Morrisons agricultural team, said: “Morrisons has sponsored 24 Hours in Farming for the last four years and it has also been a year full of unprecedented change around the world due to Covid-19.
“British farming has rarely been so close to the centre of public attention in such a positive way. As British farming’s biggest direct customer, we are proud to continue to support #Farm24. This year’s event is an opportunity to continue the positive conversation on farming with the public through virtually welcoming people into a world that we know and love.”
Ben Briggs, editor at Farmers Guardian, added: “Public awareness of the crucial role farmers play in feeding the nation and shaping our beautiful countryside has never been higher than it is right now.
“That is exactly why this year’s 24 Hours in Farming is such a fantastic opportunity for the farming community to harness that goodwill and give people an even deeper insight into what makes agriculture tick.
“Much of the wider public is genuinely curious about farming and how food is produced and this social media campaign really promotes the great people, places and stories that all too often do not get the recognition they deserve.”