A massive show of support is building for a cross-industry campaign to improve public understanding of agriculture and horticulture.

Nearly £70,000 has been committed to a fighting fund for the 'Image of Agriculture' project from grass roots farmers to co-operatives and other industry associations. There have also been more than 150 pledges in kind to help promote the cause.

The campaign aims to highlight the positive contribution farmers, growers and the wider industry make to society in managing the countryside and producing the nation's food.

National Farmers' Union director general Richard Macdonald said: 'It is fantastic that we have had so much support. Everyone in the industry is really getting behind the campaign.' Gillian van der Meer, president of the Women's Food and Farming Union, added: 'We now need to keep up the impetus ahead of the final launch to the public. Only by standing together can we make a difference to the way the general public sees us.' The fighting fund has been set up to enable organisations and individual farm businesses to contribute to the campaign budget with the aim of raising £250,000.

Contributions can be sent to The Image of Agriculture Fund, PO Box 36839, London, WC2H 8WL. Cheques should be made payable to 'The Image of Agriculture Fund'.