Why member visits matter: A mutually beneficial conversation

One of the most valuable parts of my role is getting out from behind the desk and spending time with members on their own patch. A visit last week was a particularly good reminder of why these conversations are so important — not just for us, but for members too.

The visit was with a member who had joined relatively recently but hadn’t had much interaction with the CLA since becoming part of the organisation. That’s not unusual; life and business move quickly, and it can sometimes take time to work out how best to engage. A face‑to‑face meeting proved to be a simple but powerful way to bridge that gap.

Almost immediately, the practical benefits became clear. During our discussion, we realised that the acreage recorded on the membership was incorrect. That’s the sort of detail that’s easy to overlook, but for us it’s crucial in ensuring that we have up to date acreage for members so we can quote this to add weight to our lobbying efforts – being able to say we represent those who own and manage over 10 million acres across England and Wales really makes media/politicians etc listen and take note.

The rest of the conversation allowed us to build a fuller picture of the business itself. By adding relevant interests and background information such as let commercial units, share farming and sheep to the membership record, we now know much more about what this member does and where their expertise lie. This means that in future, when we’re looking for members in a particular locality with specific experience — whether for media comment, consultation responses or policy work — we know exactly who to speak to.

The member is also a very astute businessman, so I took the opportunity to ask his view on what really needs to change to help stimulate the rural economy, particularly in the context of our Rural Powerhouse campaign. Without hesitation, he highlighted three key areas:

Planning – simplifying the system and reducing costs, which are often a significant barrier to growth.

Employment taxes – the cost of labour can make expansion difficult and can influence whether businesses employ a UK workforce or look elsewhere.

Transport and connectivity – good roads, rail, air and shipping links, alongside reliable high‑speed broadband, are essential for rural businesses operating nationally and internationally.

Hearing directly from members about what matters most to them helps ensure that our campaigning priorities genuinely reflect lived experience on the ground.

The visit also allowed us to provide immediate, practical help. The member is currently in the process of installing solar panels and was experiencing some last‑minute issues around obtaining a specific smart meter. I was able to refer him to CLA Energy, who can help iron out those niggles and ensure the project runs as smoothly as possible.

We also talked about rural crime, including incidents the member has personally experienced. That opened the door for me to explain more about our work in this area, introduce my colleague Lucy Charman, the CLA’s rural crime lead, and outline our close relationship with the police and our ongoing efforts to train police officers in rural matters at both a local and national level.

In addition, we discussed SFI and other agri‑environment schemes in which the business has a vested interest, as well as future opportunities to engage through MP events, farm and business tours, and even potential committee roles further down the line.

By the end of the visit, it was clear how much ground had been covered — and how much value had been generated on both sides. The member better understands what the CLA can offer, who to contact, and how we can support their business. In return, we gain insight, expertise and stronger connections that help shape our work and strengthen our collective voice.

That’s why member visits matter. They turn names on a database into real relationships, help us tailor our support more effectively, and ensure that the CLA continues to be informed by, and relevant to, the businesses we represent.

If you haven’t engaged with the CLA recently, or would value a conversation about your business, I’d strongly encourage you to get in touch with your regional office (for South East members via 01264 358195) and arrange a visit.

Whether it’s to sense‑check your membership details, talk through current challenges, or simply get to know each other better, these visits help ensure you’re getting the most from your membership — and help us represent rural businesses more effectively.