Who’s Taking Over Britain’s Agricultural Shows? Cornwall’s Jenna Payne Steps Into National Role

ASAO appoints new Chief Executive after 30 years of leadership

The Association of Show and Agricultural Organisations (ASAO), the national body representing agricultural shows across the UK, has appointed Jenna Payne as its new Chief Executive.

Jenna, who is from Cornwall, previously served as secretary of the Stithians Show from 2016 to 2021. She has continued to work in the agricultural show sector since, while also actively taking part in shows with her family, showing Welsh Cob and Exmoor ponies. She is also an Exmoor pony judge.

📷Paul Hooper

Taking the reins

Jenna will succeed Paul J Hooper OBE, who is retiring at the end of the year after more than three decades leading the organisation. During his tenure, Paul supported members through major challenges including Foot and Mouth disease, the Coronavirus pandemic and changes in regulations affecting the industry.

“Having been involved in agricultural shows all my adult life and with the ASAO since 2016, it’s an absolute honour to be stepping into this role,” said Jenna.

“I’m looking forward to supporting the abundance of fantastic people within the industry and working to ensure that agricultural shows remain a premier feature of the British countryside.

“We thank Paul Hooper for his incredible service over the past three decades and paving the way for us all to go forward with so much positivity for the future.”

Leading the future of agricultural shows

ASAO Chair and Chief Executive of the New Forest Agricultural Society, Denis Dooley, said Jenna’s appointment marked a new direction for the organisation.

“I am delighted to announce the appointment of Jenna Payne as our new Chief Executive. Her enthusiasm, knowledge and determination will lead the Association in an exciting new direction,” said Denis.

“Thanks must go to Paul Hooper for his expert guidance and professional approach over the past 30 years. He has led the Association exceptionally, transforming it into the successful association it is today. His knowledge of the industry is second to none, and his leadership has been instrumental in driving our growth and innovation.”

Paul added: “The appointment of Jenna Payne will, I am sure, take the ASAO through to the next phase and beyond of the continued role and recognition of ASAO as the National Stakeholder and focus for all issues affecting the sector.

“It has been a pleasure working with various show organisations and management. These annual shows educate and entertain at many levels.”

Representing an industry of millions

With over 250 member organisations across the UK, the ASAO acts as the national umbrella for the agricultural show sector. Agricultural shows continue to play a vital role in showcasing British food and farming, attracting an estimated 6 million visitors each year.

The ASAO is a registered charity. To find out more, visit asao.co.uk.

📷Jenna Payne