Objective
Generational renewal in agriculture is crucial to driving innovation in the sector, and ensuring viable long-term solutions to contemporary challenges of food security, environmental protection and rural economic development. Yet pursuit of agriculture as a profession is often limited to those raised on farms, further hampered by societal perceptions of farming as low status, risky and unrewarding. FarmHeroes will reframe societal perceptions of farming in Europe as a modern, meaningful and attractive profession. It will generate new evidence on how farming is perceived across society, what makes it appealing or unattractive, and actively test how perceptions can be reshaped. Research will address critical evidence gaps: how farmer and farm worker identities are formed; how socio-economic and cultural factors intersect with perceptions of farming; and how households, communities and under-represented groups can open diverse pathways into farming as a profession. Cultural and Creative Industries (CCI) are integrated to enrich methodologies and co-develop innovative tools for communication and economic development, including creative foresight, gamification, and collaborative business models. A bespoke AI model will, for the first time, enable systematic mapping of agricultural and related curricula across Europe, broadening the reach of the research and assessing the attractiveness of different curricula to diverse cohorts and entry pathways. A European Youth Farming Survey will test qualitative findings and quantify differences across regions, genders and socio-economic groups. Findings will be translated into accessible, durable resources embedded in existing organisations. These include the Storytelling Platform, training modules and AI Curriculum Evaluation Interface. A network of young farmer Ambassadors, National AgriFutures Action Groups, Macro-Regional Labs, and the European AgriFutures Forum will mobilise diverse stakeholders and co-develop policy mixes and initiatives. By combining youth engagement, cultural innovation, AI-enabled research, inclusivity and macro-regional analysis, FarmHeroes will improve public perceptions of farming, broaden entry pathways, and provide evidence-informed tools to support CAP post-2027 and the long-term attractiveness of European agriculture.
Fields of science (EuroSciVoc)
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
- social sciences economics and business business and management business models
- social sciences other social sciences development studies development economics
- medical and health sciences health sciences nutrition
- agricultural sciences agriculture, forestry, and fisheries agriculture
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Keywords
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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HORIZON.2.6 - Food, Bioeconomy Natural Resources, Agriculture and Environment
MAIN PROGRAMME
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HORIZON.2.6.3 - Agriculture, Forestry and Rural Areas
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
HORIZON-RIA - HORIZON Research and Innovation Actions
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) HORIZON-CL6-2025-03
See all projects funded under this callCoordinator
Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
DD2 5DA Invergowrie
United Kingdom
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.