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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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Recognizable Logos: The Power of Branding


Coca Cola on a billboard AI generated image.
AI Generated Image by Leonardo AI

The Historical Essence of Symbols

A logo…branding…having a symbol to define what you, your family, or your company stands for is not something new. Consider noble families' coats of arms and countries' flags - even ancient civilizations used unique carvings to differentiate themselves. It’s human nature to want to stand out from the crowd and represent what you stand for.


The Visual Language of Corporate Identity

Today, there’s an extensive library of easily recognizable company logos; we all know what they are and what they stand for just from their symbol, logotype, or a combination of both. From an early age and as we grow older, we’re bombarded with these brands. Even small children recognize the Nike tick, McDonald’s golden arches, and Amazon’s smile.


The Human Connection: Attributes of Branding

So, what makes a random symbol on a sign, shirt, or screen resonate? People give human-like characteristics to brands based on their understanding of a company’s values and behaviours. A logo is important to a brand; it visually embodies the culture and character of a company. It’s comparable to a person’s signature.


Strategic Significance: The Role of a Logo

The main focus of a logo is to ensure the brand it represents ‘remains at the forefront of the audience’s thoughts’ (Herskovits and Crystal, 2010, p.21).


Decoding Recognition: The Art and Science

The secret to what makes a logo recognizable is a lengthy and complicated subject. If you only take one thing away from this short article, it should be this: a logo needs to be powerful so that customers don’t just remember its shape but what it stands for, too. The most memorable logos remind consumers why your business exists.


Icons of Recognition

  • McDonald's has possibly one of the most recognizable logos in the world.


McDonalds Logo

  • With Amazon's increasing success, its logo is becoming very iconic.


Amazon logo on a phone.


The Pitfall of Indistinctiveness

If your logo isn’t distinct, potential customers will struggle to differentiate your brand from your competitors. They’ll be more likely to confuse you with other providers of what you offer and spend their money with someone else.


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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