Devon County Show names Pete’s Dragons as 2025 Charity of the Year

The Devon County Show has announced that Pete’s Dragons, a local suicide bereavement charity based in Exmouth, will be its official Charity of the Year for 2025. The selection comes as part of the Show’s ongoing commitment to supporting causes that resonate with the rural community and highlight important issues within the farming and agricultural sectors.

Founded in 2015 by Alison Jordan after the tragic suicide of her younger brother Pete, Pete’s Dragons has grown into a well-respected charity offering specialist suicide bereavement support across Devon. What began as a personal mission has evolved into a region-wide network of trained professionals dedicated to providing timely and compassionate guidance to those affected by suicide.

Mental health is a particularly pressing issue in the farming and rural community, which faces a unique set of challenges including isolation, economic uncertainty, and relentless workloads. According to the Office for National Statistics, suicide continues to claim more lives in the agricultural sector than fatal farm accidents. In 2021 alone, 36 people working in agriculture in England and Wales died by suicide, compared to 22 fatal farm accidents during the 2021/22 period.

Lisa Moore, Manager of the Devon County Show, said: “Mounting financial pressures, isolation, and societal expectations make the agricultural sector even more vulnerable. The Devon County Show is the first major agricultural event of the year, and we are dedicated to fostering a welcoming, social environment after a long, hard winter. Pete’s Dragons is a perfect match for our community, and we’re thrilled to have them on board.”

As part of their involvement in the 2025 Show, which runs from 15–17 May at Westpoint, Exeter, Pete’s Dragons will host an interactive and stylish stand. A key highlight will be their pop-up boutique, a mobile version of their popular Exmouth retail space, offering an eclectic range of brand-new beauty products, designer items, high street bargains, and pre-loved clothing and accessories, all at affordable prices with proceeds supporting their vital work.

Visitors can also enter a charity raffle with the chance to win a brand-new electric bike and other prizes. Throughout the three-day event, a dedicated team of 10 trained professionals from Pete’s Dragons will be present across the show grounds, ready to offer support, lend an ear, and raise awareness around suicide prevention and mental wellbeing.

This year’s Devon County Show promises to be one of the biggest yet, featuring a packed programme of livestock competitions, agricultural displays, food and drink experiences, crafts, and the ever-popular Festival of Heavy Horses set to be opened by actor Martin Clunes on Thursday, 15 May. Visitors can also look forward to seeing award-winning livestock, rural skills demonstrations, and family-friendly entertainment across all three days.

Pete’s Dragons hopes their presence at the Devon County Show will encourage more open conversations about suicide, particularly within rural communities, where the subject can remain taboo.

“We know how hard it can be for people to talk about mental health, especially in farming,” said founder Alison Jordan. “Our mission is to create safe spaces and offer meaningful support when people need it most. Being part of the Devon County Show is an incredible opportunity to do just that.”

To learn more about Pete’s Dragons or to support their work, visit www.petesdragons.org.uk

For more information on the Devon County Show 2025 and to book advance tickets, visit www.devoncountyshow.co.uk