Episode five of season two of the Agri Food Comms-Cast welcomes Farmers Guardian and Morrisons to delve into the new, consumer facing #FarmingCAN, a year-long marketing campaign. Creating conversations and strengthening the messages about what British farming can, and does, do for the public beyond producing food for the nation is the bold ambition. Farmers Guardian’s marketing manager, Hannah Carrick, and head of news and business, Olivia Midgley, join Catherine Linchto discuss how they are structuring the campaign and leveraging the public’s appetite for farm stories that was demonstrated by their annual 24-hour social media blitz #Farm24. Seeking to reach out to farmers and policy makers, as well as the general public, each month is themed to promote what farming delivers to society, such as tackling climate change; the career opportunities; and the positive impact on our countryside. Celebrity endorsement is promising to dramatically extend the reach. The campaign is backed by some big names in the agri-food industry and countryside sector who are engaging their audiences and networks. This includes retailer Morrisons. To round up this month’s episode of the AFCC, Sophie Throup, head of agriculture at Morrisons, explains how they are getting involved and supporting the cementing relationships between consumers and farmers.