The human side of farming. Workshops, facilitation and mediation across the UK.
The human side of farming. Workshops, facilitation and mediation across the UK.
A 6-week online course for farm advisers, vets and ag sales professionals. Next cohort: 7th September 2026. Places are limited - book your spot now.
Now available as a 'light' version - all the same learning, none of the commitment of live calls. £275. Use code 'SELFPACED' at checkout.
Dr Nery Wright, Independant Sheep Consultant
In this video, Amy Hughes introduces the Farm-Gate Influence Lab — a programme designed to help farm advisers build trust, handle objections and understand why farmers resist change. You'll get a feel for what the programme covers and whether it's right for you.
The flagship programme. Six video modules, six live group calls, full notes, CPD accredited (ROSA, BASIS, NRoSO). For agronomists, vets and consultants who want to get genuinely better at the human side of change. £425.
The flagship programme without the commitment of live calls. Six, self-paced, video modules, full notes, CPD accredited (ROSA, BASIS, NRoSO). For agronomists, vets and consultants who want to get genuinely better at the human side of change. £275. Use code 'SELFPACED' at checkout.
For advisers who do their best thinking on the drive between farms. All the content of the Farm-Gate Influence Lab as audio modules. Listen on any podcast app, at your own pace. £127.
Farm advisers and vets are technically brilliant. But technical knowledge alone doesn't create change on farm. The gap between good advice and real action on farms is almost always a people problem - not a knowledge problem. The Farm-Gate Influence Lab gives you the tools, language and confidence to close that gap. It's practical training in agricultural communication, behaviour change and farmer decision-making, built specifically for the realities of farm visits.
The Farm‑Gate Influence Lab is a 6‑week online course for farm advisers, vets, and ag sales/account managers who want to get better at the human side of change: pushback, family dynamics, decision-making, and follow‑through.
The next course will run from the 7th September. Live sessions weekly, 7pm - 8pm, on:
14th, 21st, 28th September
5th, 12th, 19th October
All live sessions are recorded for those who can't make them.
Amy Hughes is the founder of EmpowerAg and has spent her career working at the intersection of agriculture and human behaviour. With a background in veterinary nursing, cattle embryo transfer, and a postgraduate diploma in Agricultural Sciences from Harper Adams University, she understands farming from the inside out.
As former Head of Engagement at AHDB, Amy spent years trying to get research and best practice into the hands of farmers - and watching great advice fail to land. That experience is what led her to specialise in the human side of farm business: communication, conflict, decision-making and resilience.
The Farm-Gate Influence Lab is built on everything she's learned about what actually works when you're standing in a farmyard trying to help someone change.
This course is built around a simple arc:
Most CPD for farm advisers focuses on what to say. This course focuses on how to have the conversation so that something actually happens afterwards.
The Farm-Gate Influence Lab is grounded in behavioural science - specifically, the research behind why people resist change even when they know it would help them. On farms, that resistance often looks like "I'll think about it," a conversation that goes in circles, or a recommendation that gets quietly shelved.
Understanding the psychology behind a farmer's "no" changes everything. When you know whether someone is protecting their identity, their sense of control, their reputation or their certainty - you can respond in a way that actually moves things forward. No pressure. No persuasion. Just better conversations that lead to real decisions.
Plan for roughly:
No. All calls are recorded and shared with delegates afterwards.
No. It’s practical, plain-English, and designed for real farm conversations where time is tight and stakes are high.
Yes, this is for everyone, including people who are already decent and want to be consistently effective when conversations get tense, stuck, or political.
Yes, just let me know and I can get an invoice to you.
Yes. This course qualifies for ROSA, BASIS and NRoSO points.
The principles taught in this course apply across all farm types. The psychology of change doesn't change depending on the enterprise. You'll find it relevant whether you work with arable farmers, livestock producers or mixed farms.
Yes — group bookings are available. Get in touch at amy@empowerag.co.uk to discuss team pricing and options for bespoke delivery.
