If they thought of doing more for men and elders they could introduce pigeon racing! It's a very popular sport with good pigeons going for thousands of pounds and "fanciers" attending shows and events. The birds are taken to the same spot a distance away and the first one home wins. Better than Mr Whiskers winning the lottery after not buying a ticket!
There was actually a UK "National Pigeon Service" during WW2, 200,000 of them donated by breeders to take messages from the Front and locating downed aircraft. Commando a pigeon did over 90 missions, received the Dickin Medal (equiv. to Victoria Cross) After the war, "Commando enjoyed a somewhat celebrity-like status. He also participated in an exhibition of wartime homing pigeons", Many more of them got medals too.
It could be added to a farming pack with a pigeon loft getting a real use and extra money for wins occasionally!