Ginsters has announced a new charity partnership to help tackle farming’s mental health crisis.
The pastry brand has teamed up with the Farming Charity Network (FCN), with an initial £20,000 donation bound for the charity’s FarmWell initiative.
The online platform provides information, resources and support to farmers and their families facing personal or business challenges.
To date, the charity has trained more than 5,000 people to spot signs of poor mental health and wellbeing and offer help when farmers need it.
“We understand and value the hard work, effort and dedication of farmers across the UK and our partnership with the Farming Community Network is another way for us to demonstrate our support,” said Ginsters marketing director Sarah Babb.
“2026 is just the beginning of what looks set to be a long and fulfilling partnership, reflecting the importance of British farming to the Ginsters brand, and to the Cornish economy where food, drink, farming and fishing sectors account for one in five jobs and a quarter of all businesses in the county.”
The partnership will also provide the farming community with opportunities to meet and talk including with its ‘Open Arms’ pub, which will offer farmers and their families a place to talk about the issues of the day while enjoying a Ginsters pastry.
The initiative will appear at events across the country, including: FarmFest (22-24 May); the Royal Bath and West Show (28-30 May); and the Royal Cheshire Show (16-17 June).
The brand said it would help to fund more opportunities to help the charity reach more people in need and bring farming communities together.
It will support the partnership throughout the year, using social media to spotlight the work FCM does.
Georgina Lamb, head of partnerships at FCN, called the partnership a “natural fit”.
“We know they use great quality British ingredients thanks to the hard work of our farmers, and their support will help us to continue to provide essential support,” she said. “We can’t wait to welcome our community to come together at these summer events and to see how the partnership develops over years to come.”
Lamb added: “Loneliness and isolation can be real issues for farmers, and our charity is dedicated to being there and offering farmers the support they need, when they need it.”
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