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The author comments on the criticisms against the National Farmers Union (NFU) in Great Britain. He raises a question on whether a public relations agency has the ability to perform the extensive duties of the NFU. He affirms the need for public relations and better communications but asserts that the image of consultants are not necessary. He expresses optimism for a brighter future emphasizing on the change in the attitude of representative bodies to the importance of farming.

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.

Reports on the success of the Linking the Environment and Farming Speak Out Training Events, which aim to help farmers in Great Britain to deal with questions from the public and the press. Advice given by the experts; Lessons learned by farmer Doug Wanstall from the event.

Deals with the fund appeal launched by an alliance of farming unions, rural campaigners and businesses in Great Britain aimed at boosting the public image of farming. Features and goals of the campaign; Success of the campaign by the Ulster Farmers' Union in Belfast, Northern Ireland.