​A Real Talk on Farming, Finance & the Future – With Rebecca Wilson

In this episode of TheMorePeople Podcast, we’re thrilled to welcome Rebecca Wilson – a mixed farmer from North Yorkshire, social media voice for agriculture, and soon-to-be podcaster herself. Hosted by Richard Hanwell, Managing Director at MorePeople, this insightful conversation dives deep into the realities of modern farming, the challenges facing the industry, and the importance of authenticity and visibility in agriculture today.

From Politics at Cambridge to Full-Time Farming

Rebecca’s journey into agriculture wasn’t exactly textbook. After studying politics at Cambridge, followed by time at Cirencester, she eventually found her way back to the family farm. Her parents had encouraged her to explore life beyond farming, and the career security that might come with it, but the pull of the land was too strong to ignore.

She also spent time in a more corporate role supporting utilities and land compensation claims. While it gave her insight into a different side of the industry, she admits: “I didn’t like working against the farmer… I felt like I was on the wrong side.”

The Pressures Farmers Are Quietly Carrying

When asked about the biggest challenges in farming today, Rebecca didn’t hold back.

While policy and political decisions often dominate the headlines, Rebecca pointed to less-publicised but serious threats in the livestock sector:

• Biosecurity concerns

• Disease risks like Schmallenberg, foot and mouth, and even recent cases of bird flu

• Resistance issues and sourcing vaccinations

These are constant background pressures for livestock farmers, and they rarely get the attention they deserve.

And then there’s the financial reality: “Financially, it’s unsustainable to carry on like this,” she admits. While beef prices are currently strong, input costs have risen too meaning profit margins are as tight as ever.

Will We Still Be Farming in 2040?

It’s a tough question, but one that needs to be asked. Rebecca acknowledges that while there’s a strong sense of duty in family farms to keep going, the reality is that sustainability isn't just about the environment, it’s about people. Farmers need work-life balance. They need viable incomes. And many are currently operating in survival mode, relying on unpaid family labour or scaling back on staff to stay afloat.

But it’s not all bleak. Rebecca is hopeful about innovation, education, and the younger generation stepping up if given the right support and recognition.

Bridging the Gap: The Public & The Plate

Rebecca is a strong advocate for better connection between farming and the public, and she doesn’t shy away from the challenges. While consumers are more interested than ever (think Clarkson’s Farm and farming influencers) there’s still a disconnect between what people think they know about food and how it’s actually produced.

She’s cautious not to judge: “We can’t blame consumers for not making the same choices we do. They don’t always have the information, the time, or the resources.”

That’s why she’s passionate about education especially starting with teachers, parents, and kids. But she also points out that farmers themselves need to be visible and authentic in how they communicate.

Social Media: Showing the Real Side of Farming

Rebecca uses Instagram to share the day-to-day highs and lows of farm life. Not just the picturesque lambs, but also the hard moments, the losses, and the setbacks.

Why? Because it’s vital to show farming as it really is. If we make it look too perfect, she says, “people will come into the industry completely unprepared for the reality.”

As a young, female farmer, she also challenges traditional stereotypes: “Farmers aren't all middle-aged men. They can be 29-year-old women who do their makeup and go to young farmers' events and still get stuck into lambing the next morning.”

Profitability, Transparency & Knowing Your Numbers

So what happens if farming doesn’t become profitable?

According to Rebecca, many farms are already operating on razor-thin margins, with unpaid family members plugging the labour gap. Others are investing in better machinery to reduce staffing needs which has long-term consequences for job opportunities and new entrants to the sector.

One major solution lies in data and business insight. Farmers need to move away from gut feel and market hearsay, and toward clear, data-backed decision making:

“You might think it’s a good trade at market, but if you don’t know your production costs, how do you know if it’s profitable?”

Rebecca encourages more benchmarking and collaboration among farmers but notes that connectivity and tech literacy remain barriers. Without decent rural broadband and accessible tools, many can’t make the most of digital tools for managing their farms.

Her Hope for 2025? More Than Just Good Weather

Asked what she hopes for in the year ahead, Rebecca’s answer is simple but powerful:

“I want to raise more sheep. But I want to do it sustainably, sourcing the best breeding stock we can afford, doing our best with it, and producing some blooming good lambs.”

It’s a grounded, realistic goal and one that sums up much of her approach: work hard, work smart, and focus on what you can control.

Final Thoughts

This episode is packed with insight, honesty, and a refreshing perspective on what it means to be a modern farmer in 2025. Whether you're in agriculture, food supply, education, or just curious about where your food comes from, this is a must-listen.

Subscribe to the MorePeople Podcast for more honest conversations and inspiring stories from across the food, farming, and horticulture sectors.

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