Ginsters – the only large-scale Savoury Pastry brand using 100% British meat – is backing Britain’s farmers with a powerful new partnership with The Farming Community Network (FCN). As part of the Samworth Brothers Group, Ginsters proudly contributes to the Group’s £450 million annual investment in British pork, chicken & beef, investing £25 million alone each year to champion quality, sustainability and British farming.
Eight in ten (80%) consumers say it’s important to buy 100% British meat, with three quarters believing it is higher quality[1] and Ginsters agrees. Ginsters’ refusal to compromise on taste and quality is underlined by using only 100% British meat in all its products. In addition, Ginsters has a rich history of British sourcing and has bought vegetables from Hay Farm in Cornwall, just 15 miles from the Bakery, for 25 years, using over 16 tonnes of potatoes and 4 tonnes of onions every day. In recognition of the important role British farmers play for Ginsters and for the nation, the brand has today announced a long-term partnership with farming charity, The Farming Community Network (FCN).
The British public are increasingly interested in the origins of food and in supporting farmers, with 70% informed about food origins and almost 50% interested in farming[2], so backing British farming is a natural step for Ginsters, supporting the agricultural community that underpins its products. 2026 will see the brand kick start its support with an initial donation of £20,000 to FCN in support of its FarmWell initiative. FarmWell is an online platform providing information, resources and support to farmers and their families facing personal or business challenges. The charity has trained more than 5,000 people in mental health to date, to spot signs of poor mental health and wellbeing and offer help when farmers need it.
Each year FCN supports and engages with thousands of farmers through its confidential helpline, local case work, community outreach events and other activities. Farmers and farm families can access free and confidential support through a network of over 400 volunteers, who provide both on the ground support, and support through a helpline that is open 365 days a year. Over 30,000 people have accessed FCN’s FarmWell website and resources, around topics such as health, wellbeing and business resilience.
With farming often cited as an isolating career choice, the partnership with FCN will see Ginsters provide the farming community with opportunities to make much-needed connections and conversations at events across the country. With pubs sitting firmly at the heart of any community and often being the only place for communities to join together in small towns and villages, Ginsters are creating the ‘Open Arms’ pub. A safe and welcoming environment where farmers and their families can come together to chat about the issues of the day and enjoy a Ginsters Pasty – the traditional all in one meal for hard-working people, and a refreshing beverage.
The ‘Open Arms’ will appear at events across the country, driving awareness of FCN initiatives and their mission, including: FarmFest (sponsored by Morrisons) 22nd – 24th May, the Royal Bath and West Show 28th – 30th May and the Royal Cheshire Show 16th 17th June. The partnership will also be supported throughout the year using the power of Ginsters social media and talkability, to communicate to the nation and shine a light on the great work that FCN do.
As a long-term partner, Ginsters support will help fund even more opportunities, designed to bring farming communities together, ensure FCN can reach more people in need, and will help to recognise and champion British agriculture.
Sarah Babb, Marketing Director at Ginsters, commented: “We are proud of our longstanding commitment to British produce and farming, we already highlight this through our marketing activity with our ‘Taste the Effort’ campaign and farmer character, Merryn. We understand and value the hard work, effort and dedication of farmers across the UK and our partnership with The Farming Community Network is another way for us to demonstrate our support. 2026 is just the beginning of what looks set to be a long and fulfilling partnership, reflecting the importance of British farming to the Ginsters brand, and to the Cornish economy where food, drink, farming and fishing sectors account for 1 in 5 jobs and a quarter of all businesses in the county[3].”
Georgina Lamb, Head of Partnerships at FCN, added: “Loneliness and isolation can be real issues for farmers, and our charity is dedicated to being there and offering farmers the support they need, when they need it. Our new partnership with Ginsters feels like a natural fit. We know they use great quality British ingredients thanks to the hard work of our farmers, and their support will help us to continue to provide essential support. We can’t wait to welcome our community to come together at these summer events and to see how the partnership develops over years to come.”
[1] Attest 2025, N=500
[2] AHDB; Blue Marbie research 2024
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