Outdated media portrayals of farming no longer serve the urgent needs of a changing agricultural landscape. This dynamic session explores how contemporary media and pop culture are taking on the challenge of accurately reflecting — and inspiring — the future of farming. Featuring insights from the TV producer behind Clarkson’s Farm, Vicky Hoy, expertise from the food world from Hugh Fearnley-Whittingstall, the grassroots engagement of farmer Ben Andrews, and stories around creating narrative from podcaster Abby Rose, we’ll discuss how impactful storytelling can both bridge generational knowledge gaps and connect consumers directly to the vital importance of regenerative food production.