Revolutionizing Farming Communication: The Power of Authentic Messaging

At the recent 2026 Norfolk Farming Conference, two prominent figures in the agriculture community delivered powerful insights on the importance of effective communication in the farming sector. Olly Harrison, a well-known farmer and online influencer with over 450,000 followers, argued that to engage a wider audience, farmers must embrace a balance of realism and positivity in their messaging.

Engaging Audiences with Authenticity

During a panel named "Landing the Message," Harrison emphasized the need for farmers to "play the game" in the digital age, where capturing attention is a challenge. With his YouTube channel, @OllyBlogsAgricontractfarmer, having accrued a staggering 120 million views, he has demonstrated the effectiveness of relatable content. He believes that by sharing both the triumphs and the challenges of farming, he can create a more relatable narrative that resonates with his followers.

The Debate: Challenges vs. Positivity

Harrison’s approach sparked a thought-provoking discussion with his fellow panellist, Amy Jackson, an agricultural communications specialist. While Jackson advocated for focusing more on positive narratives to attract new entrants to the farming industry, Harrison maintained that acknowledging struggles can enhance credibility and connection. He presented an example from one of his videos about a new tractor, illustrating that starting with a perceived negative can actually engage viewers more effectively. "If I had said it was the best tractor, no one would have watched," he recounted, highlighting the nuanced balance needed in messaging.

Looking Ahead: The Future of Farming Communication

This spirited exchange at the conference underscores a critical issue within the agriculture sector: how to present a truthful yet uplifting story about the industry. While there are undeniable challenges, both Harrison and Jackson seem to agree on one important point—authentic storytelling can foster deeper relationships with the public and encourage a new generation to consider a career in farming.

The evolution of farming communication is crucial for the industry's future. By integrating both the light and dark elements of farming, advocates like Harrison and Jackson are paving the way for more engaging, transparent dialogues that can resonate with a broader audience and encourage interest in agriculture.