Northwestern farmers are to be trained as slick marketing and communication experts with the help of almost Pounds 500,000 from the European Union and academic support from High Peak College, Buxton.
The farmers, supported by the Ministry of Agriculture, Fisheries and Food, have been introduced to the wonders of the worldwide web, in order to convince holidaymakers of the benefits of winter breaks on their farms in Derbyshire and Staffordshire.
With a Pounds 420,000 EU grant, the farmers have been taking a break from horny-handed toil and setting up their own web-sites and electronic-mail groups. They have also been trained in the art of catering - and first aid so they can be of service if the catering courses do not go too well.