There’s something about Groundswell.
A festival that manages to be both peaceful and powerful. Rooted in the soil, yet always looking forward.
This year was no exception — and we’re still buzzing (in the most nature-loving sense) from all the brilliant conversations, encounters, and ideas that came out of it.
A Bigger Presence, A Bigger Purpose
For 2025, our goal was simple: connect with more landowners, engage in more meaningful conversations, and gently raise awareness of what it really means to turn your land into a film location. All this in an environment bursting with like-minded, optimistic people – sharing a keen interest in regenerative agriculture and nurturing a healthier ecosystem on our land.
Armed with a colourful stand, printed pamphlets and upcycled keyrings, we set up in Marquee MS6 on the eve of the show, instantly sharing the love of good food and great conversations with other exhibitors. By the end of Day 2, we’d gathered numerous contacts, shared hundreds of flyers, and spoken to some of the most engaged, thoughtful and curious landowners we’ve ever met.
The Unexpected Joys of Good Company
It wasn’t the numbers that gave us energy — it was the people.
The conversations that unfolded felt less like pitches and more like shared brainstorms.
We talked with farmers, foresters, conservationists, film-makers, historians, estate managers, soil scientists, and storytellers. From Norfolk to Nairobi, the diversity of landscapes — and mindsets — was inspiring. We all connected through a common goal – a keen interest in the soil, and the benefits that a more natural farming system can bring.
There were so many chance connections made directly on our stand:
- A biodiversity scientist looking to share his observations with the wider public linked up with a new owner eager to share their regenerative journey too.
- A forester from Wales found common ground with one of our Buckinghamshire owners discussing the challenges of forest survival.
- A film-maker keen to spotlight the social impact of wildlife found a welcome home in our network.
- Jo connected over a love of henges (yes, really) with a landowner who was thrilled to learn she had a wood henge on her family farm too.
And Prince William even walked past our stand — maybe next year we’ll get a wave?
A Fresh Idea for Many – to become a Farm Location
One of the recurring themes was just how new this concept still is for many farmers.
We were struck by how many visitors said:
“I had no idea this was even possible.”
“I didn’t realise I could list my land for shoots.”
“My farm isn’t pretty enough, surely?”
This is where our work really begins.
We loved sharing that the industry doesn’t just look for picture-perfect. It looks for real. For raw. For character. A derelict barn, a crooked hallway, a moody woodland, a working field — these are the very settings that directors seek out again and again.
From fashion editorials to gritty dramas, and even set-build storage or unit bases — the range of briefs we receive is wide and wild. There’s a place for almost every type of farm.
And perhaps most inspiring of all, we’re seeing a growing synergy between farms practicing regenerative methods and the film industry’s push for more sustainable production. These land stewards — already working with nature, not against it — are perfectly placed to help film, TV and photography teams tread more lightly.
If the food industry is embracing carbon insetting, why not film too? There’s huge untapped potential for rural land to support lower-impact shoots — and we see our role as helping to bridge that gap.
Because sustainability isn’t just a buzzword — it’s a shared responsibility, and farms can lead the way.
Seeing Our Owners in Real Life (and Farmers Becoming Owners)
It was wonderful to catch up with many of our current owners — including the owners of Knoll Farm, Redcoat Farm, Eggshell Farm, Solace Farm, Sandy Farm, Float Farm and Clay Pitt Wood.
Some came by just to say hello. Others wanted to ask how they could increase their bookings. All of them reminded us why we love what we do.
And for those we met who are now considering taking that next step — we can’t wait to hopefully welcome you in soon.
What We’re Taking Forward
Groundswell reminded us — yet again — that our role is not just about being a locations agency, and match-making film to farm. It’s about how we can help connect the two industries in a more meaningful way – through the regenerative philosophy and sustainable choices.
This year’s conversations reaffirmed that landowners are looking for more than just extra income. They’re seeking new initiatives which support their own visions for how they farm and steward their land.
And that’s what we are here to support.
We’ll be taking forward:
- A renewed mission to open more farmers’ eyes to the creative opportunities already waiting on their land, without changing a thing.
- A commitment to demystify the world of filming — making it feel accessible, achievable, and enjoyable.
- A stronger emphasis on celebrating the natural variety of farms in our Fold — from untouched barns and period interiors, to wild meadows and rugged yards.
- A promise to keep this a human, helpful, and values-led journey — no pressure, just partnership.
- A fresh angle into the film industry to demonstrate how shooting on a regenerative farm location would be a significant step to supporting production’s sustainable goals
We left Groundswell more inspired than ever to keep growing a rural community that feels confident and optimistic.
At Farm Locations, we’re not just about arranging shoots.
We’re about offering an alternative sustainable land use, championing rural voices, and creating new ways for farms to thrive.
We’re here for the long haul — and Groundswell reminded us why.
🗒️ Want to explore the idea of joining the fold?
Whether you’re ready now or just curious, you can register your interest here.
📸 And if you just love seeing how farms transform into film sets, follow along on Instagram.