Suffolk business leads campaign of hope for farmers this Christmas

Farming sits at the heart of East Anglia – it feeds the nation, sustains rural economies and shapes the countryside we all cherish. Yet for many working the land, the pressures are immense. Long hours, financial uncertainty and isolation take their toll, and behind the strength of the industry, too many are quietly struggling.

Earlier this year, the BBC reported the heart-breaking story of John Charlesworth, a farmer who took his own life on the eve of the government’s Budget after weeks of worry about possible inheritance tax changes.

His family told the inquest that he had become consumed by anxiety over the future of his farm. It was a stark reminder that uncertainty around government policy, particularly at Budget time, can have a devastating impact on the mental health of those in agriculture.

With another Budget due the day before its upcoming event, Longfields Insurance is determined to turn awareness into action.

The company has launched a Christmas campaign, ‘The World is Better with You in It’ which aims to raise funds for the rural mental health charity YANA (You Are Not Alone) and to remind farmers that they are valued and supported.

Celebrating farmers

At the heart of the campaign is the Jingle Bells & Barley Ball, taking place on Thursday 27th November.

The event, sponsored by Farmers Guide, will celebrate the region’s farmers and raise awareness of mental health challenges across the sector during one of the hardest times of the year.

There will be a three-course meal, live auctions and raffles to raise money for YANA and all will be hosted by a professional magician, comedian compere.

“As a business that profits from farming, I believe we have a moral obligation to stand beside our farmers in difficult times,” says Luke Broadley, managing director of Longfields Insurance and Longfields Circle.

“Stories like Mr Charlesworth’s show the real strain so many are under, particularly as winter approaches. This campaign is about compassion, community and reminding farmers that they are never alone.

“Farmers Guide’s willingness to share our message across the industry shows just how much positive influence businesses within the farming sector can have when they come together for a common cause.”

Farmers Guide shares this drive and feels it also has a moral obligation to use its platform to help strengthen and spread this message, and most importantly, save lives.

As one of the country’s longest-standing agricultural publications, Farmers Guide has supported farmers for decades and fully understands how difficult the run-up to the Budget, Christmas and the long winter months can be.

By sharing the campaign, both businesses aim to help ensure that this vital conversation reaches every corner of the farming community.

Connecting local enterprises

The initiative is delivered through Longfields Circle, the business network founded by Luke Broadley, to connect local enterprises.

The network is encouraging companies across East Anglia to play their part, whether by donating, hosting their own events or supporting YANA’s work in their own creative ways.

YANA provides free and confidential help for anyone in farming struggling with their mental health. Every contribution helps ensure that support is available when it is needed most.

“Something has to change,” adds Luke Broadley. “If together we can save even one life, then we have done our job.”

Businesses and individuals wishing to support the campaign or attend the Jingle Bells & Barley Ball can visit the company’s website or email events@longfieldscircle.co.uk.

This Christmas, as the nation turns its eyes to another Budget, let us remember those who work the land through every season.

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