UK government abandons unsuccessful Pick for Britain scheme

The ‘Pick for Britain’ campaign - launched in April 2020- sought to provide farms with seasonal workers amid concerns about Covid-related migrant labor shortages. Now, the UK government has abandoned this scheme. The ‘Pick for Britain’ campaign sought to provide farms with seasonal workers amid concerns about migrant labor shortages caused by the pandemic.

An online recruitment hub set up by the Department of Food Environment and Rural Affairs (Defra) hoped to attract 70,000 members of the public prepared to help out on farms during the peak picking period from June to October.

However, it appears that the combined efforts of government and industry were fruitless. The Pick for Britain website is no longer hosting advertisements for farm work – instead a notice on the homepage thanks growers, recruiters and retailers for taking part in the scheme.

The message states: “Defra would like to extend its sincere gratitude to all campaign partners who supported this project…With your help, the Pick for Britain message generated unprecedented interest in these roles across the country, and helped our farmers and growers bring home the harvest.”


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