Ginsters is backing Britain’s farmers with a new partnership with The Farming Community Network (FCN).
2026 will see the brand kick start its support with an initial donation of £20,000 to FCN in support of its FarmWell initiative. FarmWell is an online platform providing information, resources and support to farmers and their families facing personal or business challenges. The charity has trained more than 5,000 people in mental health to date, to spot signs of poor mental health and wellbeing and offer help when farmers need it.
Each year FCN supports and engages with thousands of farmers through its confidential helpline, local case work, community outreach events and other activities. Farmers and farm families can access free and confidential support through a network of over 400 volunteers, who provide both on the ground support, and support through a helpline that is open 365 days a year. Over 30,000 people have accessed FCN’s FarmWell website and resources, around topics such as health, wellbeing and business resilience.
With farming often cited as an isolating career choice, the partnership with FCN will see Ginsters provide the farming community with opportunities to make connections and conversations at events across the country. With pubs sitting firmly at the heart of any community and often being the only place for communities to join together in small towns and villages, Ginsters are creating the ‘Open Arms’ pub. A safe and welcoming environment where farmers and their families can come together to chat about the issues of the day and enjoy a Ginsters Pasty - the traditional all in one meal for hard-working people, and a refreshing beverage.
The ‘Open Arms’ will appear at events across the country, driving awareness of FCN initiatives and their mission, including: FarmFest (sponsored by Morrisons) 22nd – 24th May, the Royal Bath and West Show 28th – 30th May and the Royal Cheshire Show 16th 17th June. The partnership will also be supported throughout the year using the power of Ginsters social media and talkability, to communicate to the nation and shine a light on the great work that FCN do.
Marketing director at Ginsters, Sarah Babb, commented: “We are proud of our longstanding commitment to British produce and farming, we already highlight this through our marketing activity with our ‘Taste the Effort’ campaign and farmer character, Merryn. We understand and value the hard work, effort and dedication of farmers across the UK and our partnership with The Farming Community Network is another way for us to demonstrate our support. 2026 is just the beginning of what looks set to be a long and fulfilling partnership, reflecting the importance of British farming to the Ginsters brand, and to the Cornish economy where food, drink, farming and fishing sectors account for 1 in 5 jobs and a quarter of all businesses in the county.”
Head of partnerships at FCN, Georgina Lamb, added: “Loneliness and isolation can be real issues for farmers, and our charity is dedicated to being there and offering farmers the support they need, when they need it. Our new partnership with Ginsters feels like a natural fit. We know they use great quality British ingredients thanks to the hard work of our farmers, and their support will help us to continue to provide essential support. We can’t wait to welcome our community to come together at these summer events and to see how the partnership develops over years to come.”
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