Brits keen for a slice of the good life

15:49 05 March 2010

New research has revealed that stressful city life is taking its toll on the nation.

As many as one in four Brits dream of escaping to life in the country.

A quarter of those up for countryside living away from city hustle and bustle say they're prepared to take a pay cut to do so, while almost half (46%) would leave their job for a fresh start in the country.

A third of those who dream of quitting the rat race see their ideal job as a country farmer, wanting to be more involved in where their food comes from.

One in three Brits who don't currently live in the countryside admit they find the idea of farms, livestock and crops alluring (36%).

Whether it's the earthy smell and fresh air or the lack of noisy cars and sirens, there's just something appealing about life away from the city. But the lure of the country is not just for retirement for many city slickers.

Less than half would want to spend their time perfecting a hobby or craft (48%), with the majority of Brits who say they'd start their own business (25%), set up a local produce shop (19%) and maybe even take over a farm (20%), according to the research by Hovis.

One man who moved from the hustle and bustle of city living to a life in the country is ex-Blur bassist Alex James. Having famously pursued a career in cheese-making in 2003, he's since won awards for his products and even supplies cheese by royal appointment to Prince Charles.

Alex James said: "I love my life in the country. Hovis' support of British wheat farmers is a great boost for the industry.”

Now he is launching an open farm day to give people a chance to taste life on a farm.

The chosen farm has over 900 acres, of which almost a third is dedicated to growing wheat which ends up in our daily loaves of bread.

City-slickers have the chance to check out a slice of the good life for themselves on Sunday 21st March.

Jon Goldstone, Marketing Director at Hovis added: "We're keen to give Brits the chance to find out more about the journey from field to loaf."

To join or for more information visit www.hovisbakery.co.uk