ANNOUNCING THE FINALISTS FOR THE BRITISH FARMING AWARDS CONTENT CREATOR OF THE YEAR 2024

ANNOUNCING THE FINALISTS FOR THE 

BRITISH FARMING AWARDS CONTENT CREATOR OF THE YEAR 2024

For twelve years, the British Farming Awards has shone a light on the best in British Farming. During this annual event, Britain’s farming industry comes together to celebrate the achievements of its contemporaries.

The 2024 Content Creator of the Year finalists have been selected because they are championing the farming industry and using digital platforms to raise its profile and educate wider audiences. Content creation and the introduction of social media influencers in farming is booming, with more and more farmers recognising the benefits of multimedia platforms to grow their businesses. Our 2024 finalists are all working towards communicating with new and exciting customers to improve the overall public perception of agriculture.

Finalists – Content Creator of the Year

William Murray – W&M Brown – Edinburgh

Known as @williammurray93 on TikTok, William has amassed an impressive following of 194,500 across all his platforms. Commenting on entering the awards, William said, “the application process allowed me to reflect on my TikTok journey and realise that I have achieved more than I initially thought”. His engaging content showcases the reality of British agriculture, offering followers an authentic glimpse into daily life on his family farm. By sharing behind-the-scenes footage of cattle, sheep, machinery, and contract work, he highlights both the challenges and humorous moments of farming. William aims to educate his audience about the hard work involved in food production, countering misconceptions often perpetuated by mainstream media.

His commitment to promoting animal agriculture, particularly in the beef industry, is evident through detailed explanations of optimal cattle rearing practices and the nutritional benefits of beef. William actively addresses misinformation from anti-meat activists, raising the awareness of the importance of providing accurate information to younger audiences, who may not learn about agriculture in schools. His advocacy for mental health in farming led to a candid TikTok discussing his own struggles, which resonated with many and connected him with the mental health organisation ‘Farmstrong.’

William also participates as an ambassador for the ‘Farm 24’ campaign, where farmers share their daily activities to raise awareness of farming and its impact on day-to-day life to the general public. His plans for the future include expanding his content across platforms, collaborating with other creators, and promoting women in agriculture, given that 59% of his followers are women. Through his ongoing efforts, William aims to enhance the visibility and appreciation of farming while addressing important issues like mental health and sustainability.

Milly Fyfe – No Fuss Meals for Busy Parents CIC – Northamptonshire

No Fuss Meals for Busy Parents CIC is the brainchild of Milly Fife, created to bridge the gap between customers and food producers in the UK. The platform aims to educate customers on food provenance, seasonal produce, local suppliers and the important role that farmers play in shaping the landscape.

As a busy mum of two, Milly understands the need for easy recipes that are healthy, tasty, and ethically sourced from local producers. The farm to fork ethos plays a leading role in recipe creation that is accessible to the customer. As a farmer herself, her informed understanding of UK food production provides a trusted source of information for consumers.

Milly has created an award-winning community interest company with a combined following of 58,000 through Radio, Facebook, Instagram, X, Podcasts, Linkedin, Youtube, Tiktok and local magazines where she writes a food column. Milly provides a platform for farmers to share information about their business and works with brands such as, Farmison UK, Love British Food, Yes Peas, British Sugar and Let’s Eat Balanced.

Since starting her recipe platform, Milly has launched an e-cookery book focused at time-poor individuals who want to create family friendly meals from scratch. With backing from HRH The Princess Royal, Milly references this as her proudest moment, commenting; ‘I cried when I received the letter from Princess Anne who wanted to endorse and foreword my book.’

Continued media expansion led to the launch of ‘The Countryside Kitchen meets’, a food and farming podcast providing deeper information and personal interviews with guests spanning from TV farmer, Jimmy Doherty, to Paralympian Charlotte Henshaw MBE.

Rob Nicholson – Cannon Hall Farm – South Yorkshire

Leading the digital presence of Cannon Hall Farm, boasting a combined following of 760,000 across various platforms. His mission is to bridge the gap between agricultural professionals and the public, developing understanding and support for farming practices. By creating live broadcasts, engaging videos, and captivating photography, Rob provides an intimate look into farm life, particularly during key events like lambing season. His approach combines education with entertainment, allowing audiences to experience both the joys and challenges of animal rearing.

Cannon Hall Farm’s commitment to sharing knowledge extends beyond entertainment; it also advocates for the farming community. Rob’s content includes detailed explanations of farm management practices, animal care, and conservation efforts. For example, videos showing routine hoof checks and animal welfare interventions serve to educate viewers on the importance of these tasks. Additionally, the farm’s involvement with the People’s Trust for Endangered Species highlights their dedication to conservation and community engagement.

Through successful participation in Channel 5’s “Springtime/Winter on the Farm” programmes and awards like the TV Choice Award, Rob has solidified Cannon Hall Farm’s reputation as a leading voice in agriculture. The farm’s innovative use of social media not only attracts visitors but also inspires other farmers to adopt similar strategies for greater visibility and profitability. As they expand their digital footprint, Cannon Hall Farm aims to continue advocating for the agricultural industry while providing valuable insights to audiences worldwide.

Thomas Turner – KWS – Wiltshire

Leveraging his platforms to support farmers across the UK by delivering technical and business advice in an accessible manner. With a following of 30,000, he focuses on simplifying complex agricultural policies, such as the Sustainable Farming Incentive (SFI), while providing valuable insights into cash flow forecasting, business planning, and crop management. Thomas aims to empower farmers with the knowledge they need to make informed decisions and enhance their business practices.

His commitment to education extends beyond the farming community, as his simplified content has attracted a non-farming audience eager to learn about agriculture. Thomas is dedicated to presenting a balanced view of the industry, addressing both positive and negative aspects, and educating people with a greater understanding of the challenges faced by farmers. He is proud to have collaborated with Farmers Guardian Farm24 campaign for the last couple of years, reiterating to the public how essential farming is for everyday life.

Looking ahead, Thomas recognises the need for improved planning and engagement to grow his audience to new heights which naturally will help increase awareness of his brand and reach more people that can benefit from his advice. By actively engaging with fellow creators and audiences, he hopes to discover trending topics that meet the needs of both farmers and the public. With clear goals in mind, Thomas is determined to expand his reach and make a lasting impact on the agricultural community. Commenting on the 2024 awards, Thomas said, “the competition is extremely strong and the other creators are exceptional, so to be here is an honour”.

Tom Lamb – Lincolnshire

Tom has built a successful YouTube channel, amassing 40,000 subscribers, where he shares innovative engineering projects related to farming. With a passion for machinery and diversification, he showcases practical solutions for farmers, ranging from building grain sheds to creating self-sufficient shepherd’s huts. His engaging content not only appeals to farmers but also captivates a broader audience, highlighting the potential for cost savings through DIY projects.

Collaborating with You Tube creator Colin Furze, Tom has undertaken exciting projects that have gained significant attention, including a life-size Star Wars ship built in the grain store. His videos emphasise safety and accessibility, making complex tasks easy to understand for viewers, particularly those with learning difficulties. Tom is committed to achieving a sense of community among his audience, often encouraging viewers to share their projects inspired by his work.

As he looks to expand his reach, Tom recognises the importance of increasing his presence on platforms like TikTok and Instagram. His goal is to double his YouTube following to 80,000 while pursuing collaborations with other creators to enhance his content further. Tom commented on his channels, saying, “I think my YouTube videos have a good effect on the farming community by showing my engineering skills, but at the same time keeping it simple so people can easily follow along. I have had a massive amount of positive feedback from farmers which is the main reason I entered the awards”. Motivated by the feedback and the desire to inspire others, Tom aims to continue pushing the boundaries of engineering and innovation in agriculture, sharing his journey with a growing audience.

Chris Whittaker – Platts Agriculture Ltd – Wrexham

At the helm of the Shout About Farming campaign, which seeks to educate consumers about the agricultural industry’s vital role. Launched in February, the campaign has quickly gained traction, achieving over 3,050 followers across various platforms within just months. Chris recognised the limited coverage about farming that a consumer is exposed to each year and aimed to make agricultural information more accessible through engaging content, ranging from detailed videos to behind-the-scenes vlogs.

The campaign focuses on fostering connections between farmers and consumers, highlighting the impact of agriculture on the UK economy. Notable video features include discussions on sustainability and animal welfare, which resonate with audiences concerned about these issues. By collaborating with respected figures in the farming community, Chris has enhanced the campaign’s credibility and reach, generating positive conversations about the industry.

Chris is particularly proud of the Lucy Pye feature, which showcases the importance of social media in bridging the gap between farmers and consumers. This initiative not only raises awareness of dairy farming but also champions inclusivity within the industry. Moving forward, Chris plans to expand the campaign’s content, exploring diverse topics and hosting a conference to bring together farmers and consumers for meaningful discussions.

By leveraging digital platforms effectively, Chris aims to promote the agricultural industry and foster a more informed public. His commitment to bridging the gap between farmers and consumers will continue to drive the campaign’s success, ensuring that the vital role of agriculture is recognised and appreciated.

Chris Myers – Pro Horizon – Derbyshire

Chris Myers has built a significant digital presence through his company, Pro Horizon, with over 3.8 million followers and 2 billion video views across multiple platforms. His content, which spans Facebook, YouTube, Instagram, and TikTok, highlights farming and agricultural technology, making the industry more accessible and engaging to a broad audience. Myers has established a Facebook group of 40,000 members sharing farming content worldwide, and his videos consistently reach millions, with recent highlights including 87 million Facebook impressions and 147 million YouTube views in just 90 days.

Myers uses cutting-edge technology in his work, from drone footage to creating virtual reality (VR) demonstrations for agricultural machinery companies. This innovation not only showcases the farming industry but also helps Myers develop farm management systems that digitalise farm operations, reducing administrative time and increasing efficiency.

His work also goes beyond content creation. Myers is an ambassador for Farm 24 and collaborates with companies like Chafer Machinery and GRIMME, using VR to present their products at major trade shows. He takes pride in his long-term client relationships and his contributions to the farming community, including developing content that provides a “safe space” for viewers dealing with mental health challenges.

Looking ahead, Myers plans to push the boundaries of technology with AI and continue advocating for British farming. He aims to grow his digital presence further by integrating new tools like Meta glasses and exploring mental health topics through podcasts. His goal is to keep supporting and promoting the world-class farming industry through engaging, innovative content. Upon being shortlisted for the awards, Chris commented, “being shortlisted is a very humbling experience for me. Farmers are the real heroes, tirelessly devoting their lives to feeding us all despite hitting challenges no other industry faces in the same way”.

Taking place on October 17 at The VOX in Birmingham, the event will welcome industry professionals from across the country to celebrate British agriculture and the successes it has had this year.

Get your tickets here to celebrate with the finalists at The British Farming Awards: https://www.britishfarmingawards.co.uk/britishfarmingawards/en/page/table-packages