Visitors to Dumble Farm in northern England come from far and wide not to buy milk or cheese, but to pet Morag, an imposing Highland cow, and her companions, reports AFP.

Fiona Wilson and her farm mates started offering cuddle sessions with their cows in February when it became clear their economic struggles weren’t going to ease.

“Some people like contact with dogs, cats or horses. Others prefer to be with cows,” Fiona Wilson told AFP. “People come for their well-being. Being around animals relieves anxiety, it’s almost therapy.”

Like many farmers, the owners of Dumble Farm, near Beverley in East Yorkshire, have been hit hard by the sharp fall in milk prices and, more recently, high inflation.

Tens of thousands of farmers have left the sector over several decades.

According to a House of Commons library report, there were 196,000 dairy farms in Britain in 1950. In 1995, only 35,700 remained.

The fall in milk prices and the rise in the cost of energy, fuel, feed and fertilizers after the start of the war in Ukraine in February 2022 decided the fate of many.

According to the Agriculture and Horticulture Development Council, which represents farmers’ interests, there were just 7,500 dairy farmers in the UK in October 2023.

“Friendly in character”

Dumble Farm also experienced flooding six times in seven years, often leaving the farm under water for months.

Fiona Wilson and her partners, including her husband and brother, worked 14-hour days all year but lost money. “It’s impossible to live like this,” she says. “There was no future. I wasn’t going anywhere.”

In January 2022, they decided to diversify their activities and sold the herd, except for the five cows they couldn’t part with.

“They really were our friends with their calm, friendly nature,” explains Fiona Wilson.

“So we thought maybe we could try and start some cow hugging sessions, just to make a bit more money (…) and also to get people interested in what we’re doing here,” she says.

The farm prepared the cows for months before inviting customers to come pet them. For their part, the cows were happy with their new occupation. “They are interesting animals. They are interested in the people who come to them,” says Fiona Wilson.

This experience, which also includes educational activities about sustainable agriculture, attracts couples, families and cow lovers from all over the country.

It was a huge success, with places booked a month in advance at £50 (€58.30) per person.

Inside the barn, sleepy cows seem happy to have visitors scratch their chins and brush their fur.

Stephen Clews gave a session to his wife, who adores Highland cows. He also enjoyed the experience.

“I love all animals, especially stuffed animals. So to be able to hug a big cow is really cool,” he enthuses.

“They’re so easy to comb,” enthuses his wife, Emma Clews. “I never thought it would be so relaxing.”