David Cameron has been urged to "hug a farmer" - in a bid to show that the Conservatives have stopped taking voters in rural constituencies "for granted".
Farmer Wilfred Emmanuel-Jones, the only black farmer in Britain, told delegates at the Conservative Party conference that many rural voters were deeply disillusioned with the Tories.
Mr Emmanuel-Jones, who grew up in Small Heath, Birmingham, said the party had "neglected" the needs of rural voters.
He said: "There is quite a lot of anger towards us in the countryside.
"There is much talk in the 'Notting Hill set' that we must focus on the urban vote nowadays to win the election. We are told that David Cameron wants us to hug a hoodie.
"I would much rather like to hear my leader say we need to hug a farmer because, by George we need it."