Sparking interest in agricultural science

From robotic dogs to pop-up planetariums, virtual rollercoaster rides, and hands-on medical experiments, the New Scientist Live in London presents a range of cutting-edge science from psychology to astronomy. This interactive, lively three-day exhibition attracts over 20,000 visitors.

KWS UK was part of the Farmer’s Weekly partnership area ‘Future of Food and Agriculture.’ It offered visitors a diverse look at where our food comes from and the future of farming.

“NSL is a great event for KWS as it allows us to engage and teach people about the importance of agriculture,” says Gillian Covey, Station Manager at KWS UK. “We can also reach those who may not have prior exposure to agriculture but hold an interest in science,” she continues.

To engage visitors with interactive hands-on activities, the KWS booth offered an opportunity for DNA extraction from strawberries. In the ‘Seed Quiz,’ attendees were encouraged to attempt matching seeds with the crops they eventually become, as well as exploring the various products derived from them. Both children and adults were equally enthusiastic to participate. “Our visitors are often surprised by the scientific side of KWS, and it is encouraging to see the fascination that occurs during our hands-on activities,” says Andy McGrath, Marketing Manager of KWS UK.

Creating an understanding of food production

From discussions with visitors, it was clear that they often lack a thorough understanding of how food is produced, notes Nicholas Bird, Research Lead Winter Wheat at KWS UK. “Engaging in events like this allows us to connect with an audience outside of our usual target demographic. We can play a role in dispelling common misconceptions about food production and illuminating the science behind plant breeding,” he explains.

Dominic Spurrier, Hybrid Rye Product Manager, spent two intensive days at the event: “Most of my daily contact is with the farming community so this was a good opportunity to show a different audience how science and agriculture interact. The engagement was really rewarding.”