Shropshire Council

Nature Recovery Shropshire and Telford & Wrekin

Engaging farmers in nature recovery

Across England, every local authority has been tasked with creating a Local Nature Recovery Strategy to improve biodiversity and environmental outcomes. Like with many big national drives, the path to real progress lies with the individuals managing the land. 

 

For farmers, who face mounting financial pressure, policy U-turns, and increasing disconnection from government decision-making, yet another new strategy can feel distant at best - or even downright unwelcome. With trust in short supply, and clarity even shorter, engaging farmers in nature recovery means more than good intentions. It means meeting them where they are and showing how their voice can help shape what comes next.

Services:

Farmer Engagement Message Development Communications strategy

Sectors:

Landscape recovery

Shropshire Council

Lynn Parker, Local Nature Recovery Strategy Lead at Shropshire Council, understood just how hard it can be to bring farmers into government-led initiatives – especially in the current climate. But she also knew the strategy wouldn’t be credible or effective without their input. With limited resources and competing demands across the council, Lynn brought in Twig to help shape the message and reach the right people.

Objectives

  • Craft compelling, farmer-facing messaging that builds trust and encourages input
  • Deliver all comms assets ahead of a key local agricultural show – with just four weeks to go
  • Provide a clear comms strategy and timeline to guide rollout and stakeholder alignment
  • Drive farmer engagement with the Local Nature Recovery Strategy through the project website

Our approach

  • Cut through the policy noise with plain-speaking, farmer-first messaging focused on clarity and relevance
  • Used our knowledge of ag policy and funding to frame the “what’s in it for me?” in a way that felt honest and useful
  • Created a full suite of assets – from postcards and flyers to press releases, decks and email copy – all tailored to segmented audiences
  • Delivered everything to a tight four-week timeline, aligned to launch at the Burwarton Show
  • Supported a second wave of comms to drive turnout at engagement events, including social media, outreach and briefing support

The results

The launch made an immediate impact. Lynn was able to provide bespoke messaging to farmers, land agents and organisations including CSF officers, the RPA, and major firms. Several pledged to promote the strategy to their networks – and offers rolled in for further outreach at livestock markets in Shrewsbury and Ludlow. The press release secured local media coverage, from the Shropshire Star to Ludlow Advertiser and Shropshire Live. 

“

“Thank you so much for pulling all this comms information together – it’s been so helpful to have everything professionally prepared. The postcards looked great and were really well received at the Show, and I’ve had so many offers from agents and farmer groups to help spread the word. I really appreciate your input and support.”

Lynn Parker , Local Nature Recovery Strategy Lead - Shropshire Council

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