A Few Thoughts from the SFS Stand at Groundswell

Well, Groundswell 2025 didn’t disappoint.

Two days of sunshine (mostly), hundreds of

conversations, and more farm boots per square metre than you’ll find anywhere else in the UK. It was great to be back with our stand this year — catching up with long-standing customers, meeting plenty of new faces, and soaking in the best bits of British farming’s regenerative movement.

There was a real buzz around the show from the moment the gates opened. We had a steady stream of farmers coming by the SFS stand — some already using our products, others just curious about how biology might help them cut back on inputs and still get a profitable crop. We had some cracking chats, and as always, the most interesting questions came from those who’d already started testing things out for themselves.

Prince William Pops In (!)

Midway through Day One, things went up a notch: Prince William arrived. He spent time walking the show, speaking with farmers, and listening — properly listening — to what’s happening on the ground. When he said, “Regenerative farming isn’t fringe anymore. It’s the future of food production,” you could feel the nods of agreement across the site. On his way past the SFS stand, Steve asked HRH for a quick selfie. While the request was graciously declined, he did get a firm handshake — and that was more than enough to make his day.

Talks, Demos & Proper Discussion

We caught some brilliant talks too — real

practical stuff. (Gabe Brown talking on the left) There were sessions on reducing inputs, managing soils in tricky years, livestock integration, and how to make regen stack up financially. Speakers weren’t afraid to get into the detail, and there was plenty of honest discussion around what works and what doesn’t.

What We Took Away

• Farmers are ready — we’re past the “just curious” biologicals, reducing bagged N, and focusing on soil structure. The conversations have moved on — and fast.

• The right support matters — many we spoke to said they’re looking for trusted advice, not just another product. That’s where we feel SFS can really help.

• Royal backing doesn’t hurt — Prince William’s presence gave the whole event a bit of weight. His comments about soil health being “key to the future of our landscapes, food and communities” gave a bit of validation to what many have believed for years.

Till Next Year

The SFS team.