Communicating the bigger picture in regenerative farming

We start with the big question, ‘What’s the key to inspiring widespread change in regenerative farming for food production, soil health, biodiversity and long-term sustainability?’ 

To get an expert view for the latest episode of The Bee’s Knees podcast, we spoke with Clare Hill, a farmer and regenerative transition coach who is hot off the back of speaking at Groundswell, about how sharing real-life stories is driving systemic change in farming as we know it. 

From corporate to grassroots farming 

From starting her studies at Bishop Burton and Harper Adams University to her roles with the Red Tractor, NFU, Sainsbury’s and FAI where she focused on farmer development and animal welfare, Clare’s career has seen her transition from corporate giants to small-scale, hands-on farming.

Clare explains, "I found there was something missing in my more corporate roles, namely the hands-on side of farming and connections this brings,”

This led to Clare taking on the running of a small sheep farming business alongside her work in sustainability at FAI Farms and it was through a project with McDonald’s, that Clare’s interest in regenerative agriculture deepened.

“I started asking, why is growing food so hard?” she says, revealing that it was this question that ultimately led Clare to discover regenerative practices. 

Advocacy for regenerative farming 

Today, Clare works as a coach for regenerative agriculture, particularly through the ‘Roots to Regeneration’ training program, an initiative which was born out of Clare’s own transformative experience in transitioning her farm. 

The program aims to support farmers in navigating the complex world of regenerative agriculture, encouraging both small tweaks and full systemic changes depending on the individual needs of the farm.  

Clare’s approach is one that emphasises storytelling. 

“I started telling stories. When we didn’t have the facts, we shared the experiences we were having, good and bad.

“By focusing on real-life examples and sharing both struggles and successes, I found that farmers were more likely to connect with and embrace regenerative practices and our experience transitioning.”  

The importance of communication in regenerative agriculture 

When asked about the crucial role communication plays in driving the progress of regenerative farming, Clare says: “I believe the key to widespread change lies in effective storytelling. 

“From farm visits to social media and WhatsApp groups, the effective sharing of peer-to-peer knowledge and experiences is vital for building a sense of community and encouraging positive change. 

“Regenerative agriculture is about outcomes, not just techniques,” Clare explains, 

“So, if we want to get the message across, we need to communicate the bigger picture.”  

Clare has seen firsthand the impact of shared stories on wider audiences through her involvement with the Groundswell event; a prime example of how communication can spark widespread momentum in regenerative farming. 

“Groundswell started as a small event, but it’s grown into something truly impressive because it responds to what people are interested in,” she says. 

Overcoming barriers and building a regenerative future 

Clare explains that the biggest barrier as she sees it is culture.

"We need to shift people’s mindsets from what stemmed from the post war era where everyone was told, rightly so at the time, to produce as much food as possible in quantity terms, not in terms of quality or nutrient density, to a more sustainable approach.” 

That requires a deep rethinking of established systems, which can be a tough sell for many. “It’s a lot to unpick” 

Clare remains optimistic for the future, however, saying; “We can’t afford not to do regenerative farming. 

“There’s growing recognition that we need to make this change for our children and future generations.” 

It’s a sign of hope for a more sustainable future in agriculture that an increasing number of farmers, businesses, and consumers are embracing the regenerative movement, and it provides Clare with a sense of optimism.  

"You see it in the growth of Groundswell,” she says. 

Crafting accessible stories and engaging communications which help promote positive changes within the food, farming and environment sectors is what the team at Pinstone specialise in; turning scientific and technical details into relatable stories that inspire a shift in mindset.

If this is something you are interested to discuss further, reach out, let’s have a chat.  

To hear Clare’s full story, go to our podcast page and hit play.

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