Rooted in Rural: People Spotlight – Kelly Jenkinson

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 running a ‘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 spotlighting Kelly Jenkinson, Wayleave Administrator at Viberoptix, part of 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  live in a small Hamlet near Wigton, characterised by traditional Cumbrian architecture and a real sense of community. The Lake District National Park only a short drive away, which is why we moved here, and we’re also close to The Solway Coast Area of Outstanding Natural Beauty (AONB), which provides lovely views across the Solway Firth to Scotland.

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

It’s surrounded by nature and the natural environment.  We have immediate access to the stunning scenery of the Lake District, the mountains and rolling fields of the Northern Fells.

Local Groups such as Cumbria Wildlife Trust (CWT) work to conserve wildlife and wild places across the county, and they’ve been running initiatives focused on carbon storage, flood risk management and restoring beaver habitats.

• I understand you live in a very rural small hamlet close to dairy farms as well as proximity to the lake district. What are the key advantages to these aspects of rural life?

There’s a blend of health and lifestyle benefits, with a clean environment, access to nature and a more active lifestyle. There are also benefits of living in a tight-knit community,  knowing all the neighbours and looking out for one another.

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

It takes a certain type of resilient person to be used to living rurally, and the costs that comes with that.  The obvious one is local infrastructure, – there are often limited amenities, no shop or public transport links so we have to use our cars to conduct daily life, which becomes an added expense.

The lack of fibre broadband also impacts rural communities and many rely on expensive satellite broadband – thankfully Fibrus is here in Cumbria now!

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

It is good to see that growth is focused on areas with access to natural assets, such as my own local area, the Lakes. I also found the 3D Avatars an interesting tool for tourism, but especially pleased to see Destination UK is a top destination for tourists by 2050, which will keep local economies thriving.

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

I believe, investing in rural communities is essential to avoid economic decline across the country. It’s important that rural businesses are supported as these are the backbone of our society. These business operate within the critical sectors such as farming, food production, tourism and forestry. Investment in these areas is vital to maintain the supply chains that the urban towns and cities rely on.

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

I see rural communities shifting away from relying on the traditional industries and becoming digitally connected, driven by technology. The use of drones and AI in farming will make operations more efficient, productive and environmentally sustainable. Farmers will also rely on connectivity to stay informed, access government schemes, order supplies online, and monitor local weather and biosecurity alerts.