WITH the agricultural sector facing unprecedented shocks due to changes in subsidies, economic uncertainty and environmental pressures, one agricultural advisor has been doing everything she can to support the industry.

Caroline Moore, regional agricultural manager at Agriculture Mortgages Corporation (AMC), often encounters customers in financial difficulty and facing mental health issues.

“The link between farming and mental health is well established, with up to 36% of farmers in a recent survey by farming charity RABI stating they are ‘probably or possibly depressed’,” she said.

“Over one-half of women (58%) in farming communities experience mild, moderate or severe anxiety, according to this survey.

“For those working in financial advisory roles within agriculture, these issues can become evident in their daily interactions with client."

Through her passion for delivering guidance and support to her clients, Caroline has been involved in a research pilot project with the University of Exeter called 'Accidental Counsellors'.

The project recognises the crucial role of professionals in agriculture, who are often confided in by clients opening up about mental health and other personal issues.

“The research aims to understand the resources and support available to these 'accidental counsellors’ when dealing with sensitive disclosures,” she said.

Caroline explains how the initiative, which includes an online resource hub, gives farm advisers confidence and training: “As trusted contacts, we often find ourselves being that initial source of emotional support for farmers and their families when they are in distress.

“This program equips you with the skills to spot the signs of mental health struggles, and effectively signpost farmers towards appropriate professional help. In this capacity, we’re an essential bridge between farming and mental well-being.

“The mental health training I’ve undertaken through this initiative forms part of AMC's wider commitment to raising awareness of mental health challenges in farming and ensuring staff have the skills to support clients in vulnerable situations.”

Caroline has worked at AMC for over 25 years, starting in risk management roles before progressing to regional agricultural manager for the South West.

In her role as regional agricultural manager, Caroline supports a network of established land agents in the South West, which includes a large proportion of female agents. As a mother to teenage daughters, Caroline comes from a ‘truly feminist household’ and believes strongly in driving female empowerment both personally and professionally.

“I’m motivated by setting a positive example for my teenage daughters and I strive to show them what women can achieve in their careers,” Caroline added.

Lee Baker, national sales director at AMC, said: “Caroline’s passion to serve the sector is inspiring.

“From fostering deep relationships with her clients and agents, to developing opportunities for female career progression within AMC, she is an amazing role model."

Caroline’s knowledge and understanding of agriculture’s unique funding needs enables clients to secure new loans to achieve growth or diversification plans and to make the most of new business opportunities. 

She believes the most fulfilling part of her job is the opportunity to assist individuals in achieving their farm business goals and aspirations.

Her pivotal role in facilitating key purchases of land, which is often a once in a lifetime opportunity for clients, safeguards the next generation’s ability to farm and secures the sustainable future of farm businesses.

“Advising on these strategies enables farmers to distribute risk across a wider area, facilitating the growth and evolution of these businesses and ensuring their long-term viability,” she said.

“The emotional response of families when I help them to secure land is deeply moving; the significance of such a crucial purchase to each family is clear.”