Shoppers are being urged to support local farmers and help tackle climate change this month by buying food directly from independent farm businesses.

The Nature Friendly Farming Network (NFFN) is asking the public to visit a farm shop, shop at a farmers’ market, buy direct online, or sign up to a veg box scheme as part of its annual Nature Friendly Farming Week (18-24 May 2026).

The organisation is encouraging shoppers to support farms that work with nature by buying direct where possible and asking simple questions about how their food is produced. Shoppers can ask how farms look after their soil health, support wildlife or reduce the use of pesticides.

By asking where their food comes from and how it is produced, shoppers can help drive demand for farming that works with nature.

The call comes after the NFFN launched a new report in Westminster this week, attended by MPs and sector leaders, setting out the economic and environmental case for a shift towards nature-friendly farming.

The report, The Nature of Business: Delivering resilience, food security and economic value through nature-friendly farming, shows how working with rather than against nature can put farms on a more secure financial footing.

NFFN CEO Martin Lines said: “We often speak about structural changes at the level of Government policy, but this is an opportunity for customers who are able to use their wallets to show their support for climate and nature-friendly farming.

“Buying food directly from farms has clear benefits: it rebuilds that direct connection between consumers, farmers and food that has been lost in our modern society, it cuts food miles and carbon emissions, and it helps ensure farmers are paid a fair price for their work.

“It’s really important for nature-friendly farmers to connect with people who care about the same things they do, as working differently from others in the industry can sometimes feel isolating.

“Public backing for the transition to nature-friendly farming is absolutely critical, as our new report shows that without putting nature, soil health and water management at the heart of how we farm, our food system has no reliable business model for the future.”

Recent global events have also highlighted how vulnerable the current food system is to external shocks. The ongoing conflict involving Iran has driven up the cost of fuel and fertilisers - key inputs for conventional farming - contributing to rising food prices and pressure on farmers and consumers alike.

Nature-friendly approaches, which rely less on synthetic inputs and fossil fuels, can help farms become more resilient to these kinds of price shocks while maintaining long-term productivity.

Mr Lines added: “For decades, farmers have been seen primarily as food producers, but this has come at a cost to nature and our environment. In the future, their role must be broader, delivering food, fibre, energy, climate mitigation and nature restoration. It is critical we get the balance right: sustainable food production supporting profitable businesses and a healthy environment.”

ENDS

NOTES TO EDITORS

NFFN farmers, including CEO Martin Lines, are available for interview. To request to speak to an NFFN spokesperson, please contact NFFN press officer Andrew Nowell on 07985476428 or at andrew.nowell@nffn.org.uk

You can read the full report The Nature of Business here: [https://drive.google.com/file/d/1Ojv5z2FOUBCKWi3-UYD02PBQz-pHcSI0/view]

About the Nature Friendly Farming Network (NFFN)

The Nature Friendly Farming Network (NFFN) is a farmer-led organisation helping farmers restore the balance between farming and nature. It supports farmers by sharing knowledge, resources, and case studies to boost food production, protect wildlife, and build climate resilience. NFFN also influences policy to secure fair rewards for farmers who care for nature and connect like-minded farmers across the UK.

The NFFN is a membership network open to all – farmers, the public, and organisations. Membership is free.

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