For Agri-Professionals
The gap between advice and action is a people problem.
I work with agri-professionals, industry organisations, and agricultural businesses on the human side of change — the bit that determines whether good advice actually lands.
The gap between what farmers know and what they do is almost never a knowledge problem. It's a people problem.
Whether you're designing engagement programmes, advising farm businesses, speaking at industry events, or trying to reach farmers through content — understanding how farmers actually make decisions changes everything.
That's what I do. And I come from agriculture, so I understand both sides of the gate.
Training
The Farm-Gate Influence Lab
Practical, CPD accredited training for farm advisers, vets, and agri-sales professionals who want to get better at the human side of change.
Find out moreCPD accredited
Practical training for farm advisers, vets, and agri-sales professionals — grounded in real agricultural situations, not classroom theory.
Engagement programmes
Most knowledge exchange programmes dump information on people and hope for the best.
If your current approach isn't landing — if farmers are nodding along and then doing nothing differently — the problem usually isn't the content. It's that the programme wasn't designed around the people you're trying to reach.
I design and deliver engagement programmes that start with the human element. What motivates this audience? What's getting in the way of change? What does adoption actually look like in their daily lives — not just on paper?
This is for you if
- Your knowledge exchange programme isn't generating the uptake or behaviour change you need
- You're reaching farmers but not shifting practice
- You want to design something new that's built around real farmer psychology from the start
- You need someone who understands agricultural audiences from the inside
Speaking
A speaker who says what others are thinking — and backs it up with evidence.
I speak at agricultural conferences, industry events, and professional development days on the human side of farming — why farmers resist change, how family dynamics affect farm businesses, and what actually works when you're trying to get traction on farm.
My talks draw on behavioural science, real farming situations, and fifteen years of working at the intersection of agriculture and human behaviour.
I speak on topics including
- The human side of farm businesses
- Communication and conflict in farming families
- Getting behaviour change right in agricultural knowledge exchange
- Why farmers resist change — and what to do about it
- Mental health in farming
- Women in agriculture
Podcast production
Content that actually reaches farmers — because it's made by someone who understands them.
I host and produce podcasts for agricultural organisations who want to create content that genuinely connects with farmers and rural professionals.
I host my own podcasts — Think Outside The Fence and Out Of The Rut — and I bring that same approach to work I produce for other organisations.
Why Amy?
Amy Hughes grew up on a beef and sheep farm in North Yorkshire. She is a qualified Interpersonal Mediator, holds a postgraduate diploma in Agricultural Sciences from Harper Adams University, and spent years as Head of Engagement at AHDB.
Read Amy's full storyReady to work together?
Tell Amy about your organisation and what you're trying to achieve.
Get in touch