
AgriWellbeing Alliance Launches to Support Farming Mental Health
News - 28.01.25
The AgriWellbeing Alliance, a coalition dedicated to prioritising mental health and wellbeing in the farming sector, was officially launched earlier this January at LAMMA, the UK’s leading agricultural machinery show.
The Alliance brings together key organisations including The Crown Estate, Mates in Mind, the National Association of Agricultural Contractors (NAAC), IOSH Rural Industries Group, Agrii, the Farm Safety Foundation (Yellow Wellies), and the Farming Community Network (FCN).
A Vision for Mental Health in Farming
The AgriWellbeing Alliance aims to create a farming industry where mental health is openly discussed, supported, and prioritised. This initiative will not only assist farmers but also provide resources for those who visit farms and may act as "accidental counsellors," such as agronomists, contractors, and land agents.
The sector faces mounting challenges from unpredictable weather, political uncertainty, and rising costs. Surveys reveal widespread mental health struggles among farmers, coupled with declining business confidence.
Keith Knowles of The Crown Estate highlighted the urgent need for action: “Agriculture faces alarming rates of serious incidents and mental health challenges. Through collaboration, we can embed safety and mental health as core priorities, supporting farming families and building a resilient, healthier community for future generations.”
Building a Support Network
Jill Hewitt, Chief Executive of NAAC, emphasised the pressures faced by agricultural contractors, who often bear the concerns of their clients: “Talking can be a great healer, but it’s vital that proper support is in place and help is signposted across the industry.”
The Alliance has launched a Charter, inviting rural landowners, farming families, contractors, advisers, and anyone crossing the farm gate to unite in creating lasting positive change.
Academic Insights and Practical Support
To deepen understanding and guide interventions, the Alliance is collaborating with Professor David Rose, Elizabeth Creak Chair in Sustainable Agricultural Change at Harper Adams University. His team developed a survey targeting farm visitors such as agronomists and contractors to identify their role in supporting farmer wellbeing. Early findings highlight the need to equip these "accidental counsellors" with tools to manage stress, both for themselves and the farmers they interact with.
Professor Rose explained, “Expanding the safety net of support is critical. Helping advisers recognise signs of stress and direct farmers to resources is a vital step.”
Industry Voices: United for Change
Petra Martin, Agrii Group Head of Health & Safety and Vice-Chair of IOSH Rural Industries Group, stressed the importance of collaboration: “Our advisers witness firsthand the impacts of farming challenges. This Alliance amplifies the support available, improving awareness and access to services. Together, we can drive meaningful change.”
Sam Downie, Managing Director of Mates in Mind, highlighted the charity’s role: “By combining expertise and targeting investment, we can refine effective interventions and deliver impactful resources to support the sector.”
Georgina Lamb of the Farming Community Network echoed this sentiment: “Tackling the stigma of mental health and normalising difficult conversations are vital steps towards a healthy and sustainable farming community.”
The AgriWellbeing Alliance is committed to driving change through collaboration, innovation, and community support. By pooling resources and expertise, the Alliance aims to build a brighter future for farmers, their families, and all those involved in the agricultural industry.
Learn more and join the movement to prioritise farming mental health by signing the Charter and supporting the AgriWellbeing Alliance’s mission.
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