Jordans Farm Partnership

Jordans Farm Partnership

Jordans Cereals logo

In the UK more than 70% of land is dedicated to farming. This makes farmers crucial to reversing the decline of wildlife across the country and bringing about nature’s recovery. One of the ways in which we support our local farmers is through the Jordans Farm Partnership – a national initiative to boost wildlife on farmland.

The partnership represents an industry-leading standard for land management, and brings together the expertise of Jordans Cereals, the Wildlife Trusts, the Prince's Countryside Fund and LEAF (Linking Environment and Farming). There are more than 30 farmers taking part nationwide, three of which are in Hampshire.

How does it work?

The farmers grow oats for use in Jordans Cereals products, in addition to their other crops. They commit to increasing biodiversity on their land with support from an expert advisor at their local Wildlife Trust. In collaboration with their advisor, they develop and implement a Farm Action Plan comprising a range of activities.

For example, a farmer might manage their field margins in a particular way, encourage nectar-rich plants to boost insects, or help birds survive the winter by growing sunflowers and millet. Each farmer focuses on sustaining at least four species, and manages at least 10% of their land for the benefit of wildlife.

The Farm Action Plans are designed to not only increase biodiversity on each farm,  but also connect habitats so that wildlife can move freely through the landscape. This is important because species that are less isolated are more resilient to changes in their environment, and more likely to have the resources they need to thrive.

All three of our local farmers are incredibly passionate and dedicated, going well beyond what their participation requires. They have experienced not only benefits for their businesses, but also the joy of seeing wildlife flourishing on their land.

“It’s always a pleasure to visit the farms and see the hard work that each is undertaking, not only to benefit rare and declining species but to ensure that we have plenty of the everyday wildlife as well. I am a great believer in initiatives like the Jordans Farm Partnership that enable the consumer to buy a product in the knowledge that they are supporting farmers committed to helping wildlife.”
Alison Cross
Principal Farm Advisor at Hampshire & Isle of Wight Wildlife Trust

Farming for wildlife

Each farm is focusing on supporting at least four wildlife species. These are just some of the actions that farmers are taking nationwide.

Barn owls

- Installing nest boxes for roosting.

- Maintaining grass margins for hunting.

© Jon Hawkins - Surrey Hills Photography

Brown hares

- Leaving stubbles over the winter for foraging.

- Providing rough grassland as shelter for leverets.

© Bertie Gregory/2020VISION


- Maintaining fallow plots for nesting.

- Providing muddy scrapes for foraging.

© Darin Smith


- Encouraging hedgerow flowers for pollen and nectar.

- Maintaining wildflower-rich field margins for pollen and nectar.

Meet the farmers

All across the UK, farmers are playing a vital role in making space for wildlife. Hear why a few of them got involved in the Jordans Farm Partnership, and how their efforts have paid off so far.