Oxtale is run by Amy Jackson, who has more than 25 years experience in agriculture and PR. "We have to get the farming message out there in a far better way," she says. "I am not knocking the industry at all - farming is great in this country and something to be proud of - but we have to be much more proactive in getting our message across."

Farming must become much slicker in the way it engages with the public, believes Ms Jackson. "The industry has to decide how it is going to reassure the public that the milk and other food is produced to standards they can have confidence in."

Agriculture also needs to be much faster in the way it counters misinformation, she adds. "It is no longer possible to shy away from talking to consumers - the public are interested in where their food comes from and farmers have a good story to tell."