Background
In support of the Year of Food and Farming, which runs during the 2007/08 academic year, the publication Farmers Weekly (which provides British agricultural industry with the latest news and information) commissioned some research into the attitudes of schools with regards to farming and farming practices. Recent studies had shown significantly high levels of misunderstanding amongst primary school children with regards to how and where food was grown, so faced with these findings the publication launched its Kids Connect Campaign, aiming to address these misgivings by encouraging farmers to host school visits and to visit schools directly.

England Marketing carried out primary research on behalf of the publication to find out what would be required to encourage schools to schedule farm visits as part of the annual school trip programme. 

Outcomes
The research became an integral part of the Kids Connect Campaign, achieving national press coverage in Farmers Weekly magazine. The results are also published on the Kids Connect Campaign website and can be viewed at [link]http://www.kidsconnectcampaign.co.uk/advice.html. [/link]