Chris Nicolaou, AF Chief Commercial Officer, gives his perspective on values in farming in this testing time for producers and consumers alike.
“I’ve had a lot of thoughts about values in farming in the last month or so. For many, values have been tested. And possibly affirmed. We all have personal and professional values to show and to notice in those we work with or sell to.
"We’ve just shared annual value of our Aginflation Index. If you’ve not come across it before, it’s calculated by crunching the prices paid for the £300 million of farm and rural business inputs we have procured over the last year and measuring whether they are up or down. The 2025 Index shows the continued and steady upward creep of many ag inputs, but not all, over the last year. Our Members and others value it as an independent measurement and comparison with what is happening with the Retail Price Index, which has rising by more than AgInflation over the same period.
"One AF Member commented that our index has produced “very interesting figures where the disparity between RPI and AgInflation shows agriculture is not the driving force for rising food prices. A significant message to get out there.” We agree."
"The battle to get the value farmers need for their labours and outputs is far from won."
"I was interested to read the results of the AHDB survey which pronounces farmers to be amongst the most valued professions in society. That’s good. The question for many of us, and farmers and growers of course, is whether that respect and appreciation translates to valuing the crops and livestock produced to feed us all.
"The region is sprinkled with new makeovers and start-ups with food offerings at their core. Combined with the existing farm shops and cafés you can deliciously eat your way round the region from morning ‘til night. The price shoppers and diners pay at these outlets compared with fast food or supermarket restaurants is probably higher. So is this an example of us as consumers putting our money where our mouth is (excuse the pun)? Or just investing some of the monthly discretionary spend in a light bite, lunch, teatime or takeaway treat that is more experiential?"
"I hear heart-warming examples of farmers who value their colleagues and successors. Member Stuart Liddell beams as he describes how great it is to have young Chelsea Starkings picking up his knowledge ready to take over when it’s time for her to pick up the reins and continue the Greenvale business success and growth.
"Another example, which will also be featured in the next edition of our AF magazine (to land in farm offices up and down the UK in December) is from a successor in a business who is expressing his values and his deep sense of responsibility to invest in the next generation in the workforce. Jake Nicholls of Suffolk based Tru7, provides plant hire across the region and has made it his mission to make working in the landscape ‘cool’.
"It’s working. In the last year he has hired 32 apprentices. Yes, his values are clear. Plus his mission is also bringing out the best values in the more mature colleagues who are working alongside them to build their skills and confidence in the workplace from groundworks to reservoir-building."
Jake and his team at AF Member Tru7 Group are strong advocates of encouraging apprentices to work in the landscape
"We valued the chance to contribute to the soon-to-be-published report to the cross parliamentary committee on the role and potential of co-operatives. We shared the value that buying better, together brings in time and money saved alongside shared expertise and knowledge.
"We’ve just rounded off our year of events by hosting the biggest ever AF Member gathering at our AF HQ near Norwich. We really valued the chance to host over 150. They came to meet the specialists they deal with over the phone or online, to benchmark the value they’re getting from when they choose to place orders and to talk with us and each other about the trends for procurement in 2026.
"No gathering is great without good food. Not only did we all enjoy a delicious lunch with every ingredient from an AF Member but we also showcased our TasteAF, the hampers of carefully curated foods so every sip, spread or chew is a taste of what our AF Members grow, rear and make. If that isn’t a wonderful way to enjoy shared values of respect and hard work, I don’t know what is!"
Tucking into a lunch prepared using ingredients sourced from AF Members
Nicolaou, C. 2025. Our consumers and our farmers share the same values. East Anglian Daily Times. 13th December.
