As an experienced rural consultant, Abbie Allen-Webb’s skills are increasingly in demand from farmers looking to improve their businesses when farming profitability is being challenged by a combination of lower commodity prices and reduced government support.
“I like working with farmers to make the most of business opportunities that exist,” she says of her day-to-day role with Agrovista Rural Consultancy. “I assist with anything from farm business budgeting, grant applications, Sustainable Farming Incentive guidance to compliance for Red Tractor audits and Environment Agency inspections.”
A lot of her time is spent firefighting, she admits. “But I really enjoy helping farmers be more profitable, so they can stay in business and keep farming and producing food.”
However, all too often it is not just financial support that farmers need. The factors that undermine profitability can also affect famers’ wellbeing, resulting in serious declines in mental and physical health. It is something that Abbie has been well aware of for some time, as she now finds herself lending a friendly ear, as well as business advice.
“I think any adviser knows that they might be the only person the farmer has spoken to that day, and often farmers need to get some things off their chest.”
Early in her career Abbie recognised that quite often farmers needed extra support, which was one reason why she began volunteering for the Farming Community Network, a voluntary organisation and charity that offers personal or business-related support to farmers and their families.
The loss of two friends from university to suicide was another primary motivation. “They were young lads. Why couldn’t they speak to someone?”
A case worker, Abbie is part of the team that “walks with” anyone seeking support to help them find a positive way through their problems. Cases that come through the national FCN helpline are usually referred to local volunteers, like Abbie, for continued support.
“We will contact that person usually within 24 to 48 hours, and ‘walk with’ them and be their point of contact, while helping signpost other support that might be of help. The service is confidential,” she says.
Agrovista and FCN will share a stand at Ashby Show in Leicestershire on Sunday 12 July 2026, after it worked successfully last year.
For Agrovista, the show represents a good chance to have conversations off farm, where it is sometimes more conducive for a better discussion about a topic without the distraction of other activities.
“Just talking about something that’s bothering you, can help feel like a weight has been lifted off your shoulders,” she says.
Georgina Lamb, head of partnerships for FCN says the charity values the breadth of knowledge our volunteers bring to the charity. “It makes FCN unique with a grassroots understanding of the real challenges that take place down the farm track.
“We are delighted Abbie is part of our team of over 400 volunteers and being able to help her navigate some of the issues our farmers face.”
Agrovista charity connection provides extra farmer support
Forging partnerships with two major agricultural charities in 2022, the Farming Community Network (FCN) and RSABI has helped Agrovista support its farming customers through a period of unprecedented change within the agricultural sector.
The aim of these partnerships is to help open direct lines of communications between the charities and farmers heading towards or experiencing difficulties to help them manage those challenges and move forward.
Part of the firm’s #ForOurGrowers campaign, the partnerships help spread the word that there are people to talk to that understand farmers and rural life, explains Agrovista head of marketing Jodie Champion.
“We’ve been inspired by the exceptional work that FCN and RSABI do to support farmers and growers every day. Abbie is a great example of how we want to use our platform and connections to spread the message about the work of FCN, and how we, as a company and individuals, want to give back to the industry.”