The 2024 PIP (Poultry Industry Programme) was launched with great enthusiasm as Toby Kelly, the new PIP chair, welcomed 12 NFU members to the organisation’s headquarters at Stoneleigh Park, Warwickshire.
The group assembled from all different parts of the country and unique areas of the poultry sector.
We came together for the first time on 18 November for a two-day event which marked the beginning of the 12-month programme, very generously put together by the NFU in partnership with ABN.
A warm welcome at NFU HQ
The first day kicked off with introductions, icebreakers and several photographs, setting a warm tone for the gathering. All new PIP members were treated to welcome gifts including a branded NFU fleece and a water bottle, which helped create a sense of belonging.
The NFU national poultry team of Aimee Mahony and Sophie Herd initiated an action-packed day featuring a deep dive into the NFU, exploring behind the scenes including the lowdown on membership from NFU head of network and subscriptions Kevin Owen.
The PIP was then joined by BF&G and NFU Poultry editor Jo Travis who provided an engaging insight of her day-to-day role, which includes bringing the NFU Poultry magazine to life. This was followed by an enjoyable social media training session with digital campaigns adviser Amy Hubbard. We all learned about the different strategies to boost engagement across social media, which I found really interesting.
Inspiring speakers
One of the standout moments for me from day one came when NFU President Tom Bradshaw addressed the group. He shared his story and aspirations for the future of agriculture. Everyone was overwhelmed by his enthusiasm and his positive view on agriculture at a time when challenges in the agricultural sector often dominate conversations.
As the evening approached, the group gathered for dinner where they were joined by NFU Poultry Board chair James Mottershead. The group were taken aback by his journey to becoming the chair of the poultry board and they found his insights both relatable and entertaining. As the night went on, the informal setting allowed for deeper connections to form among the group.
Eye-opening media training session
Day two began with some bleary eyes, a testament to the previous evening, but the group quickly rallied together for an intensive media training session.
Led by the various NFU media leads, the group began to understand the in-depth research and preparation which is required for every interview, from understanding the fundamentals of correct, evidence-based messaging to achieving and landing the core message in the right way.
Each participant then had the opportunity to conduct a formal radio interview, focusing on the ABC technique of acknowledging, bridging and communicating effectively and a few members surprisingly discovered newfound skills in broadcasting!
The afternoon shifted to television interview techniques where members received practical tips on how to succeed in front of the camera. This session was particularly engaging, as participants found they could express themselves more creatively through body language and visual cues compared to the radio interviews.
Overall, the two-day event proved to be a resounding success, covering a broad array of topics and fostering new relationships. All new PIP members left feeling extremely grateful to everyone from the NFU and ABN who have given their support to put the PIP together.
