Send us a text

In this episode, we sit down with Ioan Humphreys, a fifth generation Welsh farmer who took on the responsibility of managing his family farm at the young age of 20 due to family illness. Despite initially thinking he would become a primary school teacher (well, anything but a farmer!), Ioan found himself thrown into the world of agriculture, where he has since embraced the challenges and rewards of farming. He delves into his personal journey of growing into the role, sharing with us the weight of responsibility that comes with running a multigenerational family business.

Ioan talks about the diverse enterprises he now oversees, from poultry to sheep to suckler cows and the mental toll the job can take without proper downtime. He stresses the importance of maintaining a healthy work-life balance—something many in the agricultural industry struggle with—and explains how taking time off is not just a luxury, but a necessity for preserving mental health.

We also tackle the public’s perception of poultry farming, diving into the regulations that ensure the highest animal welfare, and the challenges farmers face in communicating their positive production practices to consumers. Ioan sheds light on the egg crisis, a moment that revealed deeper issues within supermarket pricing structures and food supply chains, affecting both farmers and consumers alike.

We explore the power of social media as a tool for farmers to tell their stories and break down barriers between the industry and the public. Ioan highlights the importance of staying authentic online, revealing how this approach has helped him build a following and foster a greater understanding of farming life. Looking to the future, Ioan shares his exciting plans to diversify his farm with a new farm shop and café, creating a space where the local community can connect more deeply with the food they consume and the people who produce it.

Throughout our conversation, Ioan emphasises a consistent theme: the need for better communication between farmers and the public, greater transparency about farming practices, and a more supportive dialogue around the issues that affect modern agriculture.

Join us for this fantastic episode, where we explore the evolving role of the farmer in today’s world, the importance of adaptation, and Ioan’s inspiring vision for the future of his family farm.

With thanks to our sponsor Howden Rural