You know what needs to change on farm. Getting it to happen is another matter.

You've done the research. You've got the data. You've visited the farm, had the conversation, left a plan. And then - nothing. Or worse: "We'll think about it."

It's not that farmers are difficult. It's not that your advice is wrong. It's that change on farm is a people problem. And nobody trained you on people.

The Farm-Gate Influence Lab Changes That.

"The course has really shaped how I approach my work on farm - encouraging me to think more deeply, listen more carefully and ask better questions."


- Dr Nerys Wright, Independent Sheep Consultant

Six Modules. No Live Calls. Learn At Your Own Pace.

The Farm-Gate Influence Lab is a CPD accredited programme built specifically for agronomists, vets, nutritionists, consultants, and anyone whose job involves creating change on farm. Delivered in video format - work through it on your own schedule, at your own pace.

Module 1 - The Mirror

● Recognise personal “alarm bell” reactions that arise when a recommendation is challenged

● Apply the SCARF model (Status, Certainty, Autonomy, Relatedness, Fairness) to identify what a farmer is protecting when declining a recommendation

● Define a broader measure of a successful visit, beyond securing agreement

Module 2 - The Presence

● Identify behavioural signals that indicate a farmer’s resistance is increasing

● Apply the Reflect, Validate, Clarify framework to listen diagnostically rather than reactively

● Use a structured pause technique to self-correct mid-conversation without losing credibility

Module 3 - The Farmer's World

● Apply the Wheel of Life framework to identify pressures already present in a farmer’s life and business

● Use a three-stage questioning technique (“Why x3”) to establish the root cause of an objection

● Communicate a diagnosis back to the farmer in a way that demonstrates understanding, not judgement

Module 4 - The 4 Common Losses

● Distinguish between the four common drivers of resistance to change: control, competence, certainty and identity

● Reframe a proposed change as protecting what the farmer values, rather than replacing established practice

● Apply delivery principles - co-creation, clarity, accountability and thinking time - to support lasting change

Module 5 - The Architect

● Transition from presenting a finished recommendation to co-designing a workable plan with the farmer

● Apply a structured framework (“Me to Us”: Draft, Adapt, Agree) to develop recommendations collaboratively

● Translate technical terminology into plain language linked to the farmer’s stated priorities

Module 6 - The Closer

● Conclude each visit with a defined action step: what will be done, by when, and by whom

● Apply a structured follow-up process that reinforces accountability without appearing to chase

● Respond constructively when an agreed plan does not go as expected, while protecting the working relationship

"The course has really shaped how I approach my work on farm - encouraging me to think more deeply, listen more carefully and ask better questions."
- Dr Nerys Wright, Independent Sheep Consultant

This isn't a communication skills course from someone who's only read about farming.

I grew up on a beef and sheep farm in North Yorkshire. I have a PgDip in Agricultural Science & Production Systems and a PgCert in Sustainable Livestock Production. I've worked for 18 years in British Agriculture, doing exactly what you do: trying to get change on farm when the evidence alone wasn't enough.

I'm an accredited interpersonal mediator, a qualified Mental Health First Aider, I've spoken at National and International conferences, and I'm a writer and podcaster.

The Farm-Gate Influence Lab exists because I spent years watching brilliant, knowledgeable advisers fail to get change on farm - not because their advice was wrong, but because nobody had given them the tools to understand what was actually driving the resistance.

This course is those tools.

Amy Hughes Founder & Director, EmpowerAg | PgDip Agricultural Science | Accredited Interpersonal Mediator

What You Get

INCLUDED (self-paced, 'light' version)

  • Six CPD-accredited video modules

  • Full written notes

  • Lifetime access - work through it at your own pace

  • Qualifies for ROSA, BASIS and NRoSO points

  • Immediate access on purchase

NOT INCLUDED (the difference between the 'light' version and the full course)

  • 6 live group calls (1 hour per week)

If you'd like to know more about the full programme (£425), visit www.empowerag.co.uk/farm-gate-influence-lab

FAQs

Is this a live course?

No. It's fully self-paced - six video modules that you work through in your own time. No Zoom calls, no fixed schedule.

What CPD points does this qualify for?

It qualifies for ROSA, BASIS and NRoSO points.

Is this relevant if I'm not an agronomist?

If your job involves advising farmers and getting change on farm - vet, nutritionist, consultant, land agent, farm business adviser - yes, it's for you.

Is it soft skills training?

No. It's a practical framework for understanding the behavioural and psychological drivers of resistance on farm. The difference matters.

What's the difference between this and the full cohort programme?

The self-paced light version gives you all six modules at your own pace, with no live calls. The full cohort (£425) adds live group sessions, peer cohort access, and direct contact with Amy. If you're not sure which is right for you, drop Amy a message via www.empowerag.co.uk

How do I access the course after purchase?

You'll receive login details by email immediately after checkout.

If good advice was enough, your job would be easy.

It's not. And that's not a failure on your part - it's just that the human side of farm change is genuinely complex, and no-one has ever taught you how to manage it. This course does.

empowerag.co.uk  |  LinkedIn: amyhughesempowerag  |  © EmpowerAg