Rooted in Rural: People Spotlight – Pamela Dennison

At Fibrus, we’ve always been proud that our company is powered by rural people. Our colleagues are the heart of what we do, and many of them live, work, and thrive in the very communities we serve.

To celebrate this, we’re launching the ‘Rooted in Rural’ People Spotlight series, a chance to shine a light on the incredible stories of our rural colleagues who help make Fibrus what it is today. This month, we’re kicking things off with Pamela Dennison, Head of Fleet, Plant & Equipment at Fibrus Group.

• Where are you from? Tell us a bit about your hometown or where you live now,  what makes your area special to you?  

I’m from rural County Antrim approximately 10 miles from Ballymena and am fortunate to still live in the countryside. It’s a place where lanes have names only locals know, the stars and wildlife still put on a show, and neighbours will pull a tractor out of a ditch at 10pm without a second thought. I love the mix of working farmland, hedgerows alive with wildlife, and a community that looks out for each other. 

• What makes you most proud of your rural area? Are there any local initiatives, community groups in your rural community, environmental aspects.  

It’s the sense of “muck-in” pride that makes me most proud. How neighbours and the wider community come together without hesitation. Whether it’s lending a hand during storms, supporting Young Farmers events, or fundraising for local causes, there’s a genuine spirit of togetherness. My community looks out for one another and for the land itself, hedgerow management, biodiversity corridors, and farm led sustainability are part of everyday life here, not the exception. 

• I understand you live near a farm, what aspects of that do you find most enjoyable?  

I grew up helping on our family farm and still do today whenever I can. There’s something incredibly grounding about it the rhythm of rural life never really leaves you. New born livestock in spring, silage in summer, crisp mornings in winter. I enjoy the hands on bits, checking stock, feeding animals, and spending time outdoors no matter the weather. Rural life isn’t a choice it’s a commitment.  

Every one of us who isn’t a farmer is only able to be so because we have farmers. We delegate the responsibility of feeding our families to a relatively small percentage of the country. Farmers are the only sector every single one of us relies on three times a day or more, every day, to keep us fed and thriving. It’s a way of life built on dedication, skill, and resilience.  

• What’s one thing you think people misunderstand or overlook about rural life?  

That it’s “sleepy” It isn’t. Rural life isn’t a choice, it’s a commitment. It means understanding the land, the weather, and the hard work that goes into keeping things running, often before most people are out of bed. It’s busy, highly skilled, and increasingly tech enabled. Many rural businesses are data driven and logistics heavy; whether you just happen to swap city traffic for tractors and single-track roads. It’s our farmers who ensure our rural areas maintain their tranquility, picturesque views, and healthy animals the very things people associate with the countryside but often take for granted. 

• What challenges have you previously faced working remotely in rural areas, and how have you overcome them? E.g poor internet connection, communication, travel for work.  

Connectivity used to be the Achilles heel, video calls dropping and large files taking forever to send but Full Fibre has been a game changer for my family, my team, and me. Public transport remains limited in many rural areas, so we’ve learned to plan carefully, sharing lifts, coordinating journeys, and making better use of technology to reduce unnecessary travel. Access to alternative fuel infrastructure is another growing challenge as we transition to EVs, but I’ve overcome this by planning routes around available chargers and working with others locally to advocate for more rural charging points. It’s about being proactive, adaptable, and finding solutions together.  

• Having viewed our Future of Rural Communities report, what aspects of it did you find particularly interesting? 

What stood out to me was how every future scenario whether focused on remote work, agricultural advancements, or sustainable tourism relies on one crucial foundation – connectivity. It’s the link that allows rural communities to thrive, innovate, and grow. As the United Nations put it, “Improved connectivity, not urban migration, is the best way to help people in the world’s rural areas develop.” This message perfectly reflects what we’re striving for ensuring rural areas aren’t left behind but are fully equipped to lead the way forward. And that’s exactly what we’re building at Fibrus. 

• Why do you think it’s important to invest in and connect rural communities?  

Because rural areas are engines of growth – food, energy, tourism, and business innovation all live here. Some of the UK’s largest manufacturers, now selling their products across the world, were born from rural ingenuity, people who identified a need for something that simply didn’t exist for them at the time and set out to create it. That’s what makes our rural communities so remarkable. When you connect these places properly, you unlock jobs, retain young people, support care for an ageing population, and level up opportunity without forcing everyone into cities. 

• What changes or opportunities do you see ahead for rural communities?  

With fairer policies, strong digital and transport investment, and practical support for those living and working on the land, rural communities can continue to lead, not follow, the UK’s growth story. Smarter working means more high-skill roles being carried out from rural homes and businesses, while agricultural advancements in robotics, data, and developments in animal and plant management will create new career paths for young people.