In 2024–2025, Norfolk FWAG led a Test & Trial (T&T) project on behalf of DEFRA to understand how farmers perceive collaborative working, particularly within farmer cluster groups. The aim was to understand what encourages or discourages farmers from joining or forming such groups – and how future policy and funding models could better support them.
The project engaged with 77 farmers from six locations across Norfolk, split equally between those in established cluster groups (supported by Defra’s Facilitation Fund) and those in areas without a group. Alongside this, Norfolk FWAG conducted interviews with 15 facilitators from clusters across the UK to gain national insight and best practice examples.
Key Findings
Most farmers preferred joining an existing group over setting one up themselves, citing time constraints and a lack of experience. Word of mouth, particularly conversations with neighbouring farmers, was the most common route to learning about local groups. Very few farmers looked online for information, highlighting a gap in accessible, up-to-date resources. This was reflected in the interviews with cluster facilitators. An email circulated using information from the recognised central location for farm clusters (www.farmerclusters.com) returned over 30 non-deliverable emails.
Over 70 different networks were identified by participating farmers, with 67% said to enable collaboration. However, definitions of “collaboration” varied widely, from practical resource sharing to environmental projects. Farmers were most inclined to participate in networks that delivered tangible business or environmental benefits, rather than those perceived as “talking shops”.
On the question of financial incentives, responses varied. Just under half of participants believed funding was needed to join collaborative groups, with most support coming from farmers not already in a cluster. Those already involved in clusters were more likely to say they saw the value and didn’t require payment. There was no consensus on how funding should be distributed, although “per meeting” payments were seen as the most acceptable method by some. However, facilitators expressed concern that such incentives could reduce commitment and undermine the quality of engagement.
Instead, both farmers and facilitators agreed that funding would be better directed toward project delivery and facilitator support, helping to drive meaningful collaboration rather than simply attendance. Facilitators also highlighted the administrative burden of current funding models and called for more flexible, longer-term support to build trust and plan ambitious landscape-scale projects.
Recommendations
- Improve the visibility and accessibility of information about farming clusters through modern communications and case studies, especially online.
- Invest in facilitators and project delivery, not individual attendance incentives.
- Simplify and extend the Facilitation Fund to better support long-term collaboration and reduce administrative burdens.
This project has shown that while many Norfolk farmers are open to collaboration, practical support, better communication, and clear long-term benefits are essential to grow and sustain effective cluster groups.
Additional Outcomes:
Following this Test & Trial, the Nature North of Norwich cluster group was formed in Spring 2025, funded by Broadland District Council. To learn more about the newly established cluster group, visit our webpage (coming soon).
