National Trust MyFarm Experiment Falters

MyFarm, the National Trust’s experiment to involve the general public in farming decisions is closing down due to lack of demand.

Launched in May 2011 the idea was that for a joining fee of £30 people could vote on various farming decisions which needed to be made on the Trust’s 1200 acre organic farm in Cambridgeshire, and the farm manager, Richard Norris was obliged to enact whatever plan got the most votes. People voted on issues such as which crops to plant, and what breed of beef cow to rear on farm.

Despite the Trust’s 3.7 million members, and a massive publicity campaign at launch, the numbers signing up fell well short of the 10,000 required.  A reported 29,000 people went on to the internet on the first day to see what the project was all about, but a recent article in the Telegraph says that the number of people enrolling stalled at under 3000, with the Trust refusing to confirm exact figures. And this despite a decision in May 2012 to abolish the joining fee.

So what issues does this raise.

Well, it demonstrates that if the general public think something this a bad idea then no amount of money, publicity or clout will turn it into a good one.

We do not know what turned the public off and it is a puzzle given that most other pieces of information suggest that farming holds a fascination for many.

Could it be that those who went on to the website realised that the premise was unrealistic in that  a financially vital decision was being made by committee in just a few days and on the basis of few facts and less experience. Perhaps the unreality was exacerbated by a feeling that the Trust is wealthy enough for a bad decision not to lead to financial ruin. Perhaps some realised that the results of their decision would not be available for months if not years, which can be unsatisfying in today’s climate of instant gratification.

In truth the MyFarm experiment made farming a game and trivialised its importance. It was interesting that the Telegraph article appeared in the week that Farming Today on radio 4 was covering the issue of why youngsters seem not to understand that farming is a highly skilled and technically demanding career and Farmers Weekly published its survey showing that the average farm manager’s salary is a respectable and competitive £50,000, a number that does not include non cash benefits such as a car or rent and council tax payment. By contrast MyFarm gave the impression that farming could be done with little expertise and a seat of the pants approach.

The NT should be applauded for trying something new, and for its efforts to reconnect the general public to farming.

But this experiment did neither they nor the farming profession any favours.