54 years on the land

Two miles outside the sleepy Welsh village of Llansteffan in Carmarthenshire, Anthony runs a family farm with pedigree sheep and cattle. Farming has quite literally been his life, but what keeps him going is refreshingly simple. “I just enjoy the lifestyle of being in the countryside and farming with nature.”

“I spend the first part of my day feeding the indoor stock and checking they’re healthy and then heading to the fields to check on the grazing stock.”

This routine changes with the seasons. The cattle come indoors for winter, requiring constant feeding and mucking out, while spring brings lambing and “round-the-clock care.”

When animals get ill, who does he trust?

Unfortunately, livestock farmers face significant disease threats. Bovine tuberculosis (TB) remains a major concern today, but other threats continue to emerge. This year’s bluetongue outbreak, made worse by the summer heatwaves, has dominated headlines. 2027 could see something else.

Regardless of the concern, when an animal is in need, Anthony knows who to call. “Any animal health issue we encounter we immediately turn to our vet. They have a wealth of knowledge and the medication to deal with any problem.”

Farmers have access to more information than ever, but not every source carries the same weight. Vet recommendations remain influential, as are those of neighbouring farmers who have used products and seen them work.

Ultimately, an advert can create awareness, but trust has to be earned.

Awareness gets you considered. Evidence gets you chosen.

Anthony recently tried a new pour-on treatment to prevent blow-fly strike after seeing it advertised in his local farmers’ cooperative. "The success it had shown convinced me to give it a go."

For Anthony, real-world results provided the reassurance he needed. When the stakes are high, proof from the people and sources he trusts makes all the difference.

Switched off by choice

We might assume that with more information available online, that’s where we’ll go to find it. Anthony’s experience suggests otherwise.

By choice, and the demands of his job, he isn’t glued to a screen. Instead, he gets his advice from sources that fit his routine. “I get the Farmers Guardian magazine and receive new product information and health guidance from my vet monthly.”

Prioritising channels that already have a place in a farmer’s routine is just as valuable as choosing those with the greatest reach.

Ain’t nothing but the real thing

When asked what animal health brands could do better, Anthony was clear. “Show the product works, on a real farm, used by real farmers and/or vets. Seeing clear before and after pictures or watching the products in use also helps me consider purchasing.”

It’s a timely reminder that although AI might be at our fingertips, it shouldn’t come at the expense of authenticity. Real farmers, real animals and real-world results carry credibility that’s hard to replicate.

Ending on a high

Despite farming demands, Anthony wasn’t going to miss one of the biggest events on his calendar, The Royal Welsh Show.

Preparation for showing his pedigree sheep began well in advance. “We washed the sheep two weeks ahead of the event. Then the day before they were trimmed, and their faces and legs washed, so they were made as presentable as possible.”

The results? Two firsts, a trophy for the champion group of three, two seconds and a third. Congratulations Anthony!

But it’s about more than winning. In an often-isolating industry, these shows give farmers a chance to connect, share experiences and build relationships. Sometimes leading to new doors opening.

Anthony knows his community, who he trusts, and what information matters to him. For the animal health industry, the opportunity is to better understand that community and find a credible way to become part of it.