When 24 Hours in Farming first began in 2015, it was inspired by a TV programme at the time called GPs: Behind Closed Doors.
The idea was to let people see what farming was really all about from those who did the job day in, day out.
It gained traction quickly and has become as embedded in the farming calendar as many other summer agricultural events, such as shows.
SHOW YOUR SUPPORT NOW
Every year, more and more people take part alongside grassroots farmers, including the likes of the Prime Minister, top chefs such as Jamie Oliver, and BBC Radio Two presenter Sara Cox.
When Morrisons joined the campaign in 2016, a bigger focus was placed on connecting with consumers, and the campaign has since reached millions of people, won a prestigious PPA media award in 2023, and been featured on BBC Radio One.
Things change daily in farming – the last few weeks have seen a new Government come into power, and the industry will be bracing itself for yet more change.
Industry support
But the beauty of 24 Hours in Farming is that it allows agriculture to unite, regardless of job, background, age or political beliefs; this is the sector's chance to make some noise and, as a collective, potentially make a difference. Aside from showcasing exactly what farming is all about, it also gives farmers an opportunity to connect with others in similar positions, and that peer-to-peer support is equally as important.
Ambassadors
This year 24 new ambassadors are helping to support 24 Hours in Farming, all from diverse backgrounds with their own story to tell. To find out more about each ambassador and see what they are up to on the day, please visit Íæż½ã½ãGuardian.com/farm24
Win of the day
If you follow Íæż½ã½ã on social media, you might have seen our ‘win of the day' challenge. Íæż½ã½ã face so many challenges, and our ambassadors thought it would be a good idea to spread some positivity. Every day, one of our ambassadors has been sharing their own personal ‘win of the day' – it could be the birth of a new animal or simply taking five minutes to chat to someone in need. Whatever the win, please share it – because you never know who you might help.
What to look out for
· Prize giveaway: Head to Íæż½ã½ã's social media platforms on August 8 to enter
· The #farm24 kids competition: Download the #farm24 pledge and colour it in your own unique way
· Out and about with consumers: Íæż½ã½ã hit the streets to find out what people really think about farming and where their food comes from
· Social media lives: Throughout the day, we will be going live with some of our ambassadors to see what their job entails and what they are up to on-farm
BOX: Tractors in Morrisons
For the first time ever, in select Morrisons stores, shoppers will find a John Deere tractor on-show to highlight the farm-to-store story.
Take part and share farming's story
If you want to take part in 24 Hours in Farming, head to social media from August 8 at 5am to August 9 at 5am and upload your images and videos. Whether you are a first-generation farmer, an agronomist, an accountant, or a vet, farming is an incredibly diverse and exciting sector – this the perfect opportunity to showcase that.
· Use the hashtag #farm24 and tag Íæż½ã½ã and Morrisons. You can also download the #farm24 pledge of support and post a picture with it on social media.
