The UK is launching a campaign, titled OSR Reboot, led by United Oilseeds, to revitalize the ailing oilseed rape (OSR) sector. The initiative aims to sustainably increase domestic OSR production and achieve near self-sufficiency, addressing challenges such as the lowest hectarage in 40 years, declining yields, and the offshoring of neonicotinoid usage. The campaign focuses on innovative breeding and technology, agronomic adjustments, and policy reform, supported by partnerships and collaborative research efforts. The ultimate goal is to establish a stable and sustainable crop size that satisfies domestic demand without oversaturating the market, reducing reliance on imports and enhancing food and feed security.