2025 has been a big year for us at JustFarm. It has been a year of listening, building, learning, and working closely with farmers who told us very clearly that something was not working.
Before JustFarm, we spent years building FlockFinder and speaking to farmers every week. Again and again, the same frustrations came up. SFI and CS actions felt like a minefield. Guidance was hard to follow, rules kept changing, and the fear of getting something wrong was real. Missing evidence or a small mistake could mean losing vital scheme income. That anxiety sat in the background of day to day farming.
Farmers were not asking for more complexity. They were asking for clarity. They wanted to know what needed doing, when to do it, and how to prove it. That is where the idea for JustFarm came from.
Why we built JustFarm
We saw a clear opportunity to remove a burden that had quietly grown heavier year after year. SFI and CS actions are important to farm businesses, but the admin and uncertainty around them had become overwhelming.
JustFarm was built to be a simple solution to a complicated system.
At its core, JustFarm helps farmers and land agents understand actions clearly, track what is happening on each field, capture evidence as they go, and stay inspection ready without paperwork taking over the business.
We come from farming families ourselves. We know how tight time is, how much pressure there is, and how often farming feels overlooked. This industry feeds people, looks after the countryside, and carries an enormous responsibility. We wanted to build something that respected that.
A year of building alongside farming life
2025 was a year of building JustFarm while still running FlockFinder. It meant long days, late nights, and more coffee than we would like to admit. There were plenty of conversations that started with “this should be simple” and ended with a whiteboard full of scheme rules.
But we kept going because farmers kept talking to us. They tested early versions, challenged our assumptions, and told us when something did not make sense. That shaped the platform more than anything else.
Launching JustFarm and what happened next
In September, we officially launched JustFarm. The response honestly surprised us.
Today, JustFarm is growing by:
- 50,000 hectares of land added to the platform every month
- An extra £12 million in SFI and CS action income being managed through the platform each month
- 150 new farmers joining each month for guidance and support
- an additional 16,000 land parcels being actively managed every month
Those numbers matter to us because each one represents a farm trying to do the right thing and stay compliant.
Some of the highlights from what we built
Throughout the year we solved dozens of problems farmers and land agents raised with us. The platform has grown quickly, shaped by real conversations and real use on farm. While there is far more under the surface, a few developments stand out as real turning points.
- Rotational action management, which was one of the most common sources of confusion and stress. We built a planning tool that shows where actions are now, where they can move, and what the impact will be before any declaration is made.
- Inspection readiness, with instant RPA approved reports that can be generated in a click. What used to take hours or days of preparation can now be pulled together calmly and clearly.
- Evidence capture in the field, with a companion app that lets farmers and their teams log actions, take photos, and check guidance while they are actually doing the work.
These are just three examples, but they reflect our wider approach. We focus on removing friction, reducing risk, and turning compliance into something that fits naturally into day to day farming rather than sitting on top of it.
Sharing what we have learned
One of the highlights of the year has been being invited to the Oxford Farming Conference. It is a chance to share what we have learned, talk openly about the challenges SFI is creating, and help shine a light on where farmers need more clarity and support.
We believe good tools matter, but so does honest conversation.
Thank you
This year would not have happened without the farmers and agents who gave up time to talk to us, test features, challenge ideas, and trust us with their data. Many of you were with us before launch, and many have joined since. We do not take that lightly.
2025 has been huge for JustFarm, but more importantly, it has reinforced why we started. Farming is hard enough without unnecessary admin and uncertainty. We will keep building, listening, and improving, so farmers can focus on farming, not paperwork.
Thank you for being part of the journey.
