UFU launches Instagram page to show reality of farming

The focus for this additional social media platform which will complement the already existing UFU Facebook and Twitter page, is to show the reality of farming in Northern Ireland (NI) and help strengthen the connection between farmers and consumers.

UFU president Victor Chestnutt said: “Discussions have been ongoing for some time about the possibility of launching a UFU Instagram page. As a membership organisation, it’s important that we’re able to move with the times and Instagram has become one of the most popular social media platforms. We recognised an opportunity to utilise Instagram’s success in a way that would benefit our members and help strengthen the organisation.

“Starting off, the focus is going to be on engaging with the public and showing farming for what it really is. Farmers are often very shy when it comes to telling their own stories but through Instagram, we can support them in doing this.

“Over the years the relationship between consumers and farmers has taken a bit of a nosedive.

“However, the recognition farmers gained as key workers early in the pandemic was a significant development in terms of how the public sees farmers and their important role as food producers upholding some of the highest world leading standards. We want to continue building on that.”

With so much misinformation being published about agriculture, Instagram can help differentiate between fact and fiction, the UFU believes.

“With the help of our members, we have a variety of content planned to show the reality of NI farming and the families that take pride in producing high-quality food for the nation.

“We aim to do this through agri-images, member takeovers and behind the scenes footage of farming,” said Mr Chestnutt.

Members will also be able to avail of valuable information that benefits their business and farmers who have not yet joined the UFU, will gain a better understanding of what the UFU does for farmers.

“A lot of our young members are on Instagram, perhaps more so than Twitter or Facebook, and with the younger generation being the future of the UFU and the NI agri-food industry, it’s important that we’re doing all we can to reach them too. Through links and additional swipe up features as our following grows, the option will be provided for our members to keep up to date with what the UFU is doing, they’ll be able to access policy content, information on UFU events and exclusive membership deals.

“As a membership organisation we’re always trying to reach out to farmers of all ages who have not yet joined the UFU to show what the UFU does and the benefits of being a member. Instagram gives us another opportunity to do this.

“The interests of our members is at the core of everything we do. We hope that our new Instagram page reflects this by showcasing the great work our farmers are doing caring for the environment, their livestock and producing high-quality food.

“In turn, helping to strengthen the relationship between farmers and consumers.”