National Trust’s groundbreaking MyFarm experiment to go free

Fancy being a farmer? One year on from the launch of its innovative and award-winning MyFarm project, the National Trust is dropping the £30 sign-up fee in a bid to widen its success and inspire even more people to engage with farming and food.

MyFarm – Wimpole Home Farm (credit: Jason Ingram)

The experiment – based at the Trust’s 1,450 acre Wimpole Home Farm in Cambridgeshire – was launched last May to encourage people to learn about day-to-day farm life and get a better understanding of where their food comes from.

The virtual farmers are able to view day-to-day farm activities via blogs from the farm team, videos and live webcams. Significantly they can also influence what happens on the farm by voting on key decisions usually made by the farmer.

As the project moves into year two, the team behind the project are seeking to increase the number of people who take part in MyFarm, and cover a wider range of food topics. (See below for the top 10 highs and lows of farm life from the first 12 months).

Farm Manager Richard Morris said: “We’ve learnt a lot from our 5,000-strong audience over the last 12 months, especially how interested people are in following and finding out about the day-to-day running of the farm.

“The experiment has helped us deepen people’s understanding of the challenges faced by farmers in the wider market place including the European and World markets, and enabled those involved to comment on a wide range of farming issues.

“It has also taught us more about what people think and feel about farming and food production. People are interested in the environmental impacts food production has; the difference between organic and conventional farming and how these things work on the ground.

“Bringing farmers and consumers together to explore issues facing all of us is one of our main aims and this is the first step in broadening that discussion.

“It’s been the animal stories that have really captured the public’s hearts — both births and deaths. MyFarmers have also loved getting to know the farm team, the rare breed animals kept at Wimpole and the monthly votes which explore one particular aspect of farming in more depth, with the majority vote then carried out on the farm.”

The Trust is the country’s biggest farmer and through MyFarm hopes to help people understand the issues facing farming today, the numerous and daily decisions farmers have to make, as well as the joy and the heartache which is part and parcel of farm life.

As part of the changes the Trust will also now host the experiment on its own website rather than the current microsite. It will also make broader use of social media platforms such as Facebook and Twitter to interact with users and to encourage further discussion on food and farming issues.

Founding Farmers — those who joined in the first year — will be invited to continue as ambassadors on these platforms to encourage more people to join in; sharing the journeys they have been on over the last 12 months.

MyFarm Project Manager Andrew Cock-Starkey added: “Our members come from all over the world as well as from the UK and after a successful first year we believe we’ve established a clear demand for this kind of learning. Now we want to reach even more people and build a broader understanding of farming.

“A personal highlight from the first 12 months is RamCam — when we attached a webcam to the horn of a ram as he went out to tup 30 ewes. That was MyFarm in a nutshell; fun but interesting, educational and different.

“Waiving the membership fee will, we hope, help us reach a much wider audience, as will ensuring we have appealing content for users of different ages across various platforms.”

Deputy President of the National Farmers’ Union Meurig Raymond said: “This project is an effective and fun way of engaging people in farming and the hard work and skill that goes into producing food for their table. With more and more people using social media to communicate, share views and influence decisions MyFarm also tackles some of the more serious issues and involves its supporters in the day-to-day running of a real-life farm.”

The new website http://www.nationaltrust.org.uk/myfarm will go live on 14 May. The Facebook fan page is already live at http://www.facebook.com/myfarmnt and you can receive regular updates from MyFarm on twitter @MyFarmNT