If I had known that the W.I. was involved, my guesses would have been even more mindboggled.
A team of a hundred or so women, herding all of the beetles from one farmer's field of crops to another — wellies on, a small glass jar and a net in one hand, slice of cake in the other.
I was guessing a place in Liverpool, or perhaps a fun outdoor event involving Volkswagens.
So: A game of hangman for charity, with arthropods.
Bing Maps tells me that my guess was nowhere close, but that there is indeed a Beetle Drive in the U.K. in #Coventry.
JdeBP