Brits want a life in the country

Alex James of Blur

A quarter of Brits are prepared to take a pay cut to move to the country, according to a survey. Blur bass player Alex James did it, giving up a rock star lifestyle to become a cheese farmer in 2003. He’s since won awards for his products and even supplies cheese by royal appointment to Prince Charles.

Now Alex is launching an open farm day to give people a chance to taste life on a farm. The chosen farm has more than 900 acres, of which almost a third is dedicated to growing wheat, which ends up in our daily loaves of bread. City-slickers will have the chance to check out a slice of the good life for themselves on Sunday 21st March.

While a quarter of those up for a life in the country say they’d take a pay cut, almost half (46%) would leave their job to escape the hustle and bustle of the city for a fresh start in the countryside. A third of those who dream of quitting the rat race see their ideal job as a country farmer, wanting to be far more involved in where their food comes from.

One in three Brits who don’t currently live in the countryside admit they find the idea of farms, livestock and crops alluring (36%). Whether it’s the earthy smell and fresh air or the lack of noisy cars and sirens, there’s just something appealing about life away from the city.

But the lure of the country is not just for retirement for many city slickers. Less than half would want to spend their time perfecting a hobby or craft (48%), with the majority of Brits who say they’d start their own business (25%), set up a local produce shop (19%) and maybe even take over a farm (20%), according to the research, which was carried out by Hovis.

Jon Goldstone, Marketing Director at Hovis adds: “As the only major bread brand to use 100% British Wheat, we’re keen to give Brits the chance to find out more about the journey from field to loaf.”

If you would like to attend the Open Farm Day, you can go to Roewood Farm, Winkburn, Newark. Notts. NG22 8PG. It is open between 10am and 1pm, 21st March.

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