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The End of the Safety Net: Why Slashing Farm Subsidies Could Threaten the UK’s Food Future
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More Mascots in Advertising

Recently, I wrote an article that talked about some forgotten mascots, as well as a very bizarre one (depending on which country you’re from). That article can be found here.


Today, I want to highlight some characters you might remember, which were created by one company only to be remembered for another, as well as some that were once dropped, but which were revived almost instantly.


Flash in the pan


Flat Eric


Originally a puppet created by Quentin Dupieux (Mr. Oizo), called Stephane, Flat Eric was redesigned by Janet Knechtel while she worked for Jim Henson’s Creature Shop. It was most famous for a small series of adverts for Levi Jeans in 1999. The puppet is still used by the original creator, Mr. Oizo.



Bouncing between brands


Monkey


Sometimes called the PG Tips’ Monkey, this slightly cowardly little scamp appeared originally with ‘Al’ (played by Johnny Vegas), on the now-defunct ITV Digital. Because Monkey was owned by advertising agency Mother, and not ITV Digital, it was allowed to appear in other programmes and media and played a part in 2001’s Comic Relief and 2002’s BRIT awards. It wasn’t until 2007 that Monkey appeared in adverts for PG Tips and was rebranded as ‘The PG Tips’ Monkey’.



Lose us, lose profit


Tetley Tea Folk


The Tetley Tea folk were originally created by Canadian copywriter John McGill Lewis, with help from Peter Rigby and Wyatt Cattaneo Studios, back in 1973. Tetley’s fictional tea team grew substantially over the years, with several characters being added over time. Tetley put the Tea Folk on lots of their products and associated merchandise, with some becoming highly collectable items, selling for as much as £200 on second-hand markets.


They coined three catchphrases during their run, with ‘That’s Better, That’s Tetley’ being one of the most famous.


They were retired by Tetley in 2001 as the brand concentrated on a younger market with a more modern advertising campaign. By July 2002, however, the company’s sales had slumped by 14%, which they stated was down to the axing of the Tetley Tea Folk. As a result, they made a comeback in 2010 and have appeared on and off TV for the brand ever since.


Mascots can make a brand come alive; however, as shown above, they can sometimes become bigger than the brand they’re representing.

The End of the Safety Net: Why Slashing Farm Subsidies Could Threaten the UK’s Food Future

The End of the Safety Net: Why Slashing Farm Subsidies Could Threaten the UK’s Food Future

16 April 2025

Paul Francis

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Not only do UK farmers now face the looming threat of inheritance tax reforms that could force centuries-old family farms to be sold off - but they’re also contending with a policy shift that dismantles the very foundation of their economic stability: the withdrawal of direct farm subsidies.


A black-and-white cow grazes on a lush, green field with a dense forest in the background. The scene is peaceful and natural.

In a time of global instability - wars in Europe and the Middle East, disrupted trade routes, volatile commodity markets - the UK government is removing financial safeguards that have underpinned British agriculture for decades. And it’s doing so faster than many in the industry can adapt.


The Basic Payment Scheme (BPS), a direct subsidy paid to farmers under the EU’s Common Agricultural Policy (CAP), is in its final years. By 2027, it will be completely gone. In its place: a complex, tiered system of environmental schemes under the umbrella of the Environmental Land Management Schemes (ELMS). Worthy in theory, but in practice? A mess of bureaucracy, delays, and shortfalls.


And the timing couldn’t be worse.


A Lifeline Cut-Off Before the Bridge Was Built

The BPS wasn’t perfect, but it provided one essential function - it kept farms afloat. Payments were calculated based on the amount of land farmed, offering predictability and a cashflow buffer that allowed British farms to invest in new equipment, manage seasonal fluctuations, and ride out the weather, both literal and economic.


Now, payments have been rapidly reduced. By 2024, many farmers had already lost 35%–50% of their BPS income. In 2025, a new cap of £7,200 per farm will apply. That’s a fraction of the £20,000 to £50,000 mid-size farms previously received.


The replacement - ELMS - promises payments for "public goods": improving soil health, reducing carbon emissions, boosting biodiversity. Laudable aims. But ask most farmers, and they’ll tell you: they don’t object to sustainability. What they object to is the speed and scale of the transition, and the fact that the new payments often don’t come close to replacing what’s being lost.


Environmental Schemes: Aspirations Without Infrastructure

At the core of ELMS are three tiers:

  1. Sustainable Farming Incentive (SFI): Encourages low-level changes such as herbal leys, no-till farming, and reducing fertiliser use.

  2. Local Nature Recovery: Pays for habitat restoration and targeted environmental actions.

  3. Landscape Recovery: Funds large-scale, long-term ecosystem restoration, often in collaboration with multiple landowners.


But uptake has been patchy at best. As of late 2024, fewer than half of eligible farms had enrolled in any ELMS scheme. Why?

  • The schemes are confusing. Farmers must navigate different options, overlapping rules, and constant revisions.

  • The application process is time-consuming and opaque.

  • Payments under SFI are often insufficient, especially for mixed or livestock farms in upland areas where land-use change is more difficult.

  • Crucially, many tenanted farmers - nearly a third of all farms in England - face legal and logistical barriers to taking part.


DEFRA has promised streamlining. But meanwhile, farmers are left in limbo - without clear income streams, but still expected to feed the nation.


The Cost of Poor Policy Timing

Agricultural experts, rural economists, and even major retailers have raised alarm bells. In a scathing 2023 report, the National Audit Office warned that DEFRA had failed to communicate the changes effectively, leaving many in the dark about what the new schemes offer.


The NFU (National Farmers’ Union) has repeatedly called on the government to pause BPS cuts until ELMS is fully functioning, but those calls have largely been ignored. In late 2024, a coalition of MPs from all parties demanded a review, warning that this abrupt withdrawal of support could lead to an exodus from the industry.


And that’s not just a theoretical risk. A nationwide NFU survey found that 11% of farmers were considering leaving farming altogether due to the combined impact of reduced subsidies, labour shortages, and rising costs.


Food Security in an Uncertain World

This isn’t just a farming problem - it’s a national one.


The UK is already heavily reliant on imports for key food items. And with international trade routes threatened by conflict in Ukraine, instability in the Middle East, and shipping disruptions in the Red Sea, supply chains are becoming more fragile by the month.


Should we really be cutting back our domestic food production capacity now?


Government ambitions to rewild 10% of farmland, promote biodiversity, and shift toward carbon sequestration may look good on a whiteboard in Whitehall. But on the ground, it’s leading to reduced livestock numbers, lower domestic output, and a growing dependence on foreign markets that may not be as reliable as once assumed.


A Dangerous Gamble

To many farmers, this feels like an ideological experiment being conducted in real-time -with their livelihoods and our food supply on the line. And as supermarket CEOs and farming groups increasingly speak out, it’s clear this isn’t just grumbling from the shires. It’s a cry of alarm from the foundation of the UK’s food system.


Environmental ambition is important. Climate change is real. But so is hunger.

We can pursue sustainability - but not by pulling the rug out from under those who feed us. The government’s subsidy reform may have noble aims, but its execution is flawed, its timeline reckless, and its consequences potentially devastating.


If we want a resilient, secure food future, we must support the people who make it possible - not push them to the brink.

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