Putting the cart before the horse springs to mind regarding the news that Digital Grain Passports have failed again to receive a stamp of approval. It’s a classic case of not selling the benefits properly. Farmers aren’t seeing the cash savings or added simplicity with this digital switch. Industry initiatives and member organisations often lack the commercial sales pitch when selling ideas.

Down in England, AHDB must feel their sales pitch worked as they increase the compulsory contribution from the livestock, dairy, and cereals sectors. Levy increases are tricky to pull off, as they can spin out into a referendum on wider issues. QMS will be watching closely as they are looking to follow suit.

This debate must all be put into context to asses how much bang we get for our buck. Remember, Quorn regularly spends over £10m for an advertising blitz.

That’s the kind of cash we’re up against. Last year just over 11m sheep were slaughtered in the UK and if they all contribute £1 in levy, as is the new rate in England, then all the pot would be needed to match the spend of a single meat alternative company.

This means that if we are to attempt to go toe to toe with the vegan lobby then the vast majority of levy simply must go directly to product promotion. Gormless consumers gorging on ultra processed foods thinking it is healthier than our meat, cereals, and dairy is a myth that must be busted.

One area which does seem to be busted is the relationships between English tenants and landlords with reports of widespread bullying and harassment. We should not claim to be immune from this distasteful behaviour north of the border, but these cases appear to be less common. Nevertheless, horror tenancy stories continue to crop up when relations sour, and many decisions which could prevent these blow ups are stuck firmly in the ‘too difficult box’. Evidence for this is clear following the lacklustre uptake of the recent tenants’ improvements amnesty.

Finally, it is with sadness we learn that the Small Robot Company has run out of batteries. The innovative start-up was trialling exciting machines that one day could feed the world. But ultimately, like with Digital Grain Passports, the investment must stack up.

Unless of course, you are the Prime Minister who is adamant to throw away his cash in silly bets with TV presenters. If Mr. Sunak is a gambling man then give farming a try, he might be looking for a job.