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The article reports that West Midlands farmers are being urged to walk their supply chain as part of a £25,000 project designed to help them build more collaborative relationships with processors and retailers in Great Britain. They aim to improve relationships between producers and processors as well as highlight areas where farmers can increase their margins through on-farm added value processes.

This article deals with the importance of a strong connection between British farmers and consumers. Reasons for the lack of a strong relationship between farmers and consumers; Contributions of large organizations and lobby groups to the promotion of agricultural issues; Publication of issues related to farming in local newspapers.