As with many food-related stories, chef Matt Tebbutt's starts with family. Memories of his nan's cooking and holidays to Europe fuelled his passion for food and perhaps set him on the path of becoming a chef.
"I used to love cooking with my nan - toad in the hole, that sort of thing," says Matt.
"And we used to take the caravan to northern France in the summer, and I can still remember getting really stuck into bowls of steaming mussels and fish soup. I've always been a bit greedy, I think I was always destined to be a chef."
And his career has spanned across many years with prime-time hosting roles on much-loved shows like Saturday Kitchen on BBC1, and Masterchef: The professionals.
But Matt has always championed British farmers and produce and believes our values and habits need to shift to show more support to this country's producers.
Eating seasonally
Hundreds of inner-city children descend on Olly Harrison's farm for NSA education day
He says: "We don't put enough value on good quality food in the UK. I'd rather eat less meat in a week, so I can buy top quality British beef and pork maybe less often. I'd rather eat fruit and veg in season, and locally sourced ideally. I don't want strawberries and tomatoes at Christmas. And I definitely don't want my milk from outside the UK. I'll happily pay extra for non-homogenised proper stuff! I'm definitely a ‘live to eat' person and not an ‘eat to live' type, that's for sure."
Other countries, says Matt, have held onto their culture through valuing food and connection with farming.
In this country, though, over the years, we seem to have lost that appreciation of food and those who produce it, but slowly that is coming back.
He says: "Other countries are healthier because of it. I think we are clawing it back somewhat now though, with more regional chefs focussing on provenance and putting old-school British dishes on their menus. It's more accessible as well - a well-made pie and a pint of cider is just as valid as a more ‘cheffie' offering. Education is a key factor and school meals can still be shockingly bad in this country, but I think we are heading in a better direction."
But for this year's #farm24, shining the spotlight on the nation's ‘hard-working' farmers is key, both in terms of the land they look after in this country and producing some ‘of the best food in the world'.
"Just in my neck of the woods is the best asparagus money can buy, and the best lamb, beef, dairy and soft fruits. I could go on. Farmers need all our support more than ever - it's totally unfair that they have to work so hard for such little gain."
High welfare
As this year's #farm24 event looms, it is the industry's biggest chance to connect to consumers.
So, if he had the opportunity, what would Matt say to the general public to encourage them to support farmers?
Always, he says, buy British when you can, and local if possible.
"It usually means you're going to get better quality produce and with higher welfare standards," he says.
"And I would encourage everyone to get cooking! Start with the easy stuff, like soups and stews. You'll catch the bug and soon be cooking from scratch all the time. It's so much healthier and you'll be supporting your local farmers."
The Big Farm Walk - FG is raising money for charity
This year the Farmers Guardian team are taking on a huge challenge by taking part in a 24-hour walk, The Big Farm Walk.
We will be raising money for Yellow Wellies through Len's Light, and Farms For City Children.
Trekking across 44 miles of the Cotswolds, the team want to raise as much money – and awareness – as possible, so if you would like to donate, click here
Take part in this year's 24 Hours in Farming on July 30. Help us spread farming's message far and wide.
Visit the #farm24 hub for more info now
