Mental health in focus as Pete’s Dragons joins Devon County Show

Suicide bereavement charity Pete’s Dragons has been announced as the official Charity of the Year for the 2025 Devon County Show, taking place from 15–17 May.

The Exmouth-based organisation was founded a decade ago by Alison Jordan following the loss of her younger brother Pete. Since then, the charity has grown into a county-wide support network offering timely, professional care for individuals and families affected by suicide.

“We’re thrilled to have Pete’s Dragons on board,” said Devon County Show Manager Lisa Moore. “The pressures faced by the farming community, especially during the winter months, can be immense. Suicide remains a difficult topic, but it’s one we can’t shy away from, and this partnership helps us put mental health right at the heart of the show.”

Mental health continues to be a critical issue in rural communities, particularly in farming. According to the Office for National Statistics, more people working in agriculture died by suicide in 2021 than from fatal accidents on farms - 36 compared to 22.

The Devon County Show hopes to use its platform as the first major agricultural event of the year to provide a welcoming, supportive space for all visitors.

Pete’s Dragons is planning a strong presence at the showground this May, including a pop-up boutique showcasing a mobile version of their Exmouth shop. The stand will offer a range of beauty products, designer brands, and pre-loved clothing at a fraction of high street prices, with all proceeds going towards their work in suicide prevention and bereavement support.

There will also be a fundraising raffle with a top prize of an electric bike, and a team of 10 trained professionals will be on hand throughout the three-day event to offer support and advice to anyone in need.

Tickets for the Devon County Show can be found here.