Promoting British produce to grow the domestic market and increasing the agility and resilience of agriculture will help build a positive future for farmers. This is the message from one of Lloyds Bank Agriculture’s newest appointments in the South West, relationship director Adrian Rundle, who joins the business with 18 years’ banking – and 30 years’ farming – experience under his belt.

Mr Rundle, whose area covers most of Devon and Cornwall, comes from a farming background near Newquay and still actively farms, particularly enjoying involvement with managing and showing his family’s South Devon cattle and Hampshire Down sheep.

He says that as a bank manager, he believes farming will need to become even more dynamic and agile as markets become increasingly volatile.

“In the next few years it will be very important that banks help their customers improve efficiencies and insulate themselves as much as they can from market pressures. Preparing customers now for the possibility of the next milk price drop or the phasing out of subsidy payments will help the industry move forward.

“However, with my farming hat on, promoting British agriculture and British produce across the UK, and educating the public about the benefits of buying British, will help to increase our home market.

“At the same time, we are inevitably going to have to look at new export markets, and farmers who are prepared to be market-led and change to meet new demands will have an advantage – especially if they can capitalise on the branding benefits of produce from Devon and Cornwall.”

Mr Rundle says working in agricultural banking and remaining involved in the family farm has given him real insight and understanding into the issues his customers face.

“Agriculture has faced some very difficult years recently. As an active farmer, I have the benefit of seeing problems and opportunities from both the famer’s and the bank’s point of view – and Lloyds Bank has given me the opportunity to use this knowledge to help shape our agricultural strategy, which is an area that gives me a lot of fulfilment.

“We see too many talented farmers lost to other industries. If I can help my customers to improve their businesses and become more efficient, this will help to attract the next generation and retain their skills.”

He adds that there is a personal reason for continuing to farm – the South Devon Herd which was started by his great, great grandfather in the late 1800s. “I am fascinated by the opportunities we now have to improve the herd’s genetics using performance recording and analysis, and DNA testing,” explains Mr Rundle.

“We are always looking to breed the perfect animal that meets the breed standard while still retaining commercial traits. Showing is an integral part of the herd’s success – it’s our shop window as well as being a great networking opportunity.”