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PSA Target 3 (Ii) Delivery Plan

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PSA Target 3 (Ii) Delivery Plan CAMPAIGN FOR THE FARMED ENVIRONMENT INTERIM REPORT (JULY to DECEMBER 2011) CONTENTS 1. EXECUTIVE SUMMARY ................................................................................................... 3 2. INTRODUCTION ............................................................................................................... 5 3. PROGRESS AGAINST THE CFE TARGETS ..................................................................... 5 3.1 Participation in AES ...................................................................................................... 7 3.2 Key target option uptake in ELS ................................................................................... 7 3.3 Option uptake in HLS .................................................................................................... 8 3.4 Uptake of ELS buffers ................................................................................................... 8 3.5 Uncropped land ............................................................................................................. 8 3.6 Voluntary management ................................................................................................. 9 3.7 Remaining targets ......................................................................................................... 9 3.8 Changing attitudes and behaviour .............................................................................. 10 4. COMMUNICATIONS ....................................................................................................... 10 4.1 Engaging with the media ............................................................................................. 11 4.2 E-communications ...................................................................................................... 11 4.3 National Events ........................................................................................................... 11 4.4 Partner and wider industry activities .......................................................................... 11 4.5 Local activities ............................................................................................................ 12 5. LOOKING AHEAD .......................................................................................................... 12 5.1 Environmental outcomes ............................................................................................ 13 5.2 Lessons Learned so far............................................................................................... 14 5.3 The CFE post June 2012 ............................................................................................. 14 6. CONCLUSION ................................................................................................................ 14 ANNEX 1 MEMBERSHIP OF THE GOVERNANCE GROUPS ............................................. 16 ANNEX 2: LIST OF KEY TARGET COUNTIES ................................................................... 18 ANNEX 3: TARGETS .......................................................................................................... 19 ANNEX 4: ONLINE RECORD DATA ................................................................................... 21 ANNEX 5: COMMUNICATIONS .......................................................................................... 23 ANNEX 6: LOCAL ACTIVITY .............................................................................................. 26 ANNEX 7: LESSONS LEARNED SWOT ANALYSIS ........................................................... 32 CFE_InterimReport_December 2011 2 1. EXECUTIVE SUMMARY This third interim report highlights progress, emerging issues and challenges from the last six months of the Campaign for the Farmed Environment (CFE) to December 2011. The report acknowledges two years since the Campaign was launched as the preferred industry option to retain and exceed the environmental benefits formerly provided by set-aside land. Over the last six months, the CFE has continued to build on its profile, through considered communications activities designed to encourage engagement and overcome barriers that are preventing farmers and land managers from supporting the Campaign. During this period, there has been a change in National Coordinator and a change in contractual arrangements for seven Local Coordinators following the Farming & Wildlife Advisory Group, a key national and local partner, entering administration. The announcements on the proposed reform of the Common Agricultural Policy (CAP) in October have led to some confusion and hesitation by farmers about entering and/or renewing Entry Level Stewardship (ELS). To clarify the position, the CFE partners published a position statement, which defined the transitional arrangements in place for those in an Environmental Stewardship schemes. The Campaign partners made a conscious decision to encourage farmers and land managers uncertain whether to enter Environmental Stewardship, to adopt Campaign Voluntary Measures as a viable alternative. The partners also wrote to Agriculture Minister, Jim Paice, to ask for further clarification around this matter. The partners received a reply from the Minister in mid- December which contained further clarification that should help to allay many of the concerns farmers may have about entering or renewing ELS. The Campaign continues to make progress towards the key targets as detailed in the Memorandum of Understanding. The Campaign remains focussed on promoting the target options in ELS and these have increased by 32 percent to a total of 52,339 ha (12,668 ha above the 2009 baseline of 39,671 ha). Most of the national increase in ELS key target options can be attributed to land in CFE key target counties. However, it is unlikely that this target will be met by June 2012. Possible reasons for lack of progress against this target include; poorly focussed initial messaging, slow farmer buy-in to the Campaign and the hiatus between the end of the Land Management Advice Service (LMAS) and the start of the ELS Training and Information Programme (ETIP) meant that many farmers with expiring ELS agreements had chosen their options without the knowledge of how to use the Campaign key target options to best effect. More recently, anecdotal evidence suggest that CAP reform proposals are impacting progress towards this target. The loss of the EG5 brassica fodder crops followed by overwinter stubble option continues to impact on the ELS figures. However, the Campaign has worked with Natural England to target expiring agreements with EG5 for an ETIP visit to provide advice to farmers about how to replace their CFE EG5 points with other key target ELS options that support the Campaign. The uptake of key options identified in the HLS target continues to increase, however at a slower rate to that seen previously. HLS ‘more of the same’ options have now reached 21,063 ha representing a 151 percent increase from the 2009 baseline. The slowdown in the rate of increase was expected, following a change in policy direction by Natural England to make better use of HLS as opposed to ELS management options. The most recent data for land in voluntary measures were presented in the annual report. The next Defra survey of land managed under the Campaign will be issued in mid-February 2012. The area of uncropped land, taken from the Defra June 2011 survey, is estimated to be 139,000 ha, 40,000 ha below the final target and 7000 ha below the original baseline, indicating a decline in uncropped land over the course of the Campaign. The target to retain and increase the area of uncropped land is proving to be a challenge. Further analysis carried out using the results from the Defra February 2011 Survey was published by Defra in November. The extra analysis found that larger farms and arable farms in key target counties within Agri-Environment Schemes (AES) were more likely to have a good understanding CFE_InterimReport_December 2011 3 of the Campaign, as opposed to livestock farms and farms outside of key target counties. This analysis indicates the Campaign has been successful in targeting the right audiences. The partners at a national and local level have continued to work collaboratively to support the delivery of advisory and communication messages, which are consistent and easy for farmers and managers to understand. New communications tools, such as the Twitter account, have been developed over the last six months and existing tools, including the CFE website and online record for voluntary measures, have been updated. The Campaign has continued to attract unprecedented industry, national and regional media coverage, equating to over £140,000 advertising equivalency value (AEV) for the past six months alone. The online record form for the cropping year 2010 to 2011 has just been closed with over 350 respondents. This continues to be an important tool to collect complementary evidence on voluntary land management for the Campaign and the form for 2011 to 2012 cropping year will be launched in January. In addition to this, the results for the survey conducted voluntarily by Masstock Farm Consultancy in February 2011, which followed the same structure as the Defra survey, reported that over 10,000 ha of land was managed under Campaign voluntary measures nationally. Masstock will be sending out another survey in February 2012 to assess the same data and produce comparable results. The Steering Group has commissioned a report
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