24 individuals from across the UK have been named as ambassadors to headline British farming's biggest social media event and tell the world more about the people behind one of the most important industries in the world.
24 Hours in Farming, also known as #FARM24, is taking place today from 5am, August 3 - 5am, August 4, and highlights to the British public the role of British farmers as the nation's food producers and custodians of our much-loved countryside.
Supported by Morrisons, thousands of farmers and ancillary organisations will take to social media to highlight what a typical day in farming looks like and the passion and commitment it takes to produce the food we eat.
The ambassadors are reflective of the diverse mix of individuals working within the industry from new entrants who have discovered their love of farming, celebrities who have changed their career direction and those who are future-proofing family businesses.
Faces of Farming
JB Gill, Kelvin Fletcher and Adam Henson lead the line-up of celebrity farmers, while YouTube sensation Tom Pemberton, wheelchair farmer Mike Nixon, barrister Eleanor Durdy, veteran supporter Jeremy Gibbs and international sheepdog trainers Emma Gray and Ewan Irvine are just some of the high-profile influencers for grassroot farmers.
Last year, the campaign achieved a record reach of 28 million, reaching 1 in 3 households, and trended on social media. It secured support from celebrities, professional sportsmen, social media influencers and the then Prime Minister Boris Johnson.
"Olivia Midgley, Editor at 草榴社区 Guardian, agriculture's national, weekly magazine said: "24 hours in Farming gets bigger every year and we want to build on this platform to show the public, once again, the critical role farmers play in feeding the nation.
"Food and farming are on the national agenda like never before and there is a genuine inquisitiveness among the public to know more about how their food is produced and the people who make it possible."
Supported by Morrisons since 2015, the retailer will be connecting farmers with their shoppers and colleagues across their stores to learn more about the journey from field to fork.
Sophie Throup, technical director of manufacturing at Morrisons, said: "We're hugely proud to support #FARM24 and to bring the story of British food and farming to a global audience through this campaign. We know our customers really value the work of British farmers - and being able to show the people and pride behind the products they see is fantastic."
