For thirteen years, the British Farming Awards have 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.
Content creation and the introduction of social media influencers in farming are booming, with more and more farmers recognising the benefits of multimedia platforms to grow their businesses. Our 2025 finalists are all working towards communicating with new and exciting customers to improve the overall public perception of agriculture.
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Finalists
Annie Winn - Northamptonshire
With more than 100,000 followers reached across platforms including Instagram, Facebook, Twitter and LinkedIn, Annie Winn, founder of She Sells Socials Ltd, has carved out a dynamic role as one of agriculture's busiest content creators. Based in Northamptonshire, Annie manages digital platforms for over ten clients, tailoring content to each business while keeping audiences informed, entertained, and connected to farming.
Her work spans the full social media spectrum: creating and editing graphics and videos, writing captions, scheduling posts, managing calendars, and even covering events on the ground. "I take the burden off my clients," Annie explains. "That means they can focus on their businesses, while I make sure their story is being told."
Annie believes the biggest benefit she brings to the sector is her mix of time, expertise and perspective. Coming into farming without a traditional agricultural background, she has been praised for making content approachable and fun, while driving organic growth that saves clients' money on ads.
She is particularly proud of the positive feedback she receives from farmers, many of whom credit her with transforming their social presence. Looking ahead, Annie plans to expand her brand with tips, tricks, and creative campaigns, but for now, she says, "clients come first."
Charlotte Evans - Gloucestershire
With almost 25,000 followers across TikTok, Instagram, LinkedIn, YouTube and Facebook, Charlotte Evans is helping redefine how farming is shared and understood online. As content creator for agricultural retailer StowAg, Charlotte combines storytelling and video production with timely, seasonal farming topics to create authentic and educational content.
Her approach is rooted in collaboration. By working directly with farmers, Charlotte captures the realities of British farming – from blowfly strike prevention and ewe nutrition to the challenges of lambing and conservation grazing. "I want to give farmers a voice," she explains, "while also helping consumers connect with where their food comes from."
Charlotte's work benefits both farmers and the wider industry. For producers, her videos showcase new and trusted products, empowering them to make informed decisions, while for brands, her platforms provide valuable reach and awareness. A standout success was her 2025 lambing video with Gloucestershire farmer Alan Collett, which gained over 70,000 organic views across platforms and highlighted the highs and lows of lambing to both farming and non-farming audiences.
Looking ahead, Charlotte plans to strengthen StowAg's reputation as an animal health expert, expand into podcasts and live streams, and grow their YouTube channel to monetisation stage – all while keeping her mission clear: making farming visible, accessible, and inspiring.
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Graeme Parker - Wigtownshire
With over 8.1 million followers and 110 million monthly views, Wigtownshire's Graeme Parker, better known as The Hoof GP, has become one of farming's most influential digital storytellers. Through YouTube and Facebook, he has transformed a niche subject into a global conversation, educating audiences on the critical role of hoof care in livestock welfare and farm profitability.
Graeme's content blends technical expertise with storytelling, offering practical insight into hoof anatomy, trimming techniques, and herd health. His videos have inspired farmers, vets, and even complete newcomers to the industry, with many now qualified hoof trimmers thanks to his influence. "Hoof care has often been overlooked," Graeme explains, "but showing its direct link to animal welfare and productivity has encouraged wider investment in proper livestock care."
Beyond farming circles, his work provides transparency for the public, showcasing both the skill and compassion behind modern animal husbandry. Campaigns on mental health, health and safety, and the release of his first book in 2024, which sold 55,000 copies, highlight his wider impact.
Looking ahead, Graeme is expanding into agri-tourism, transforming a 500-year-old farm steading into holiday homes where visitors can connect directly with livestock. With a growing global audience, including new partnerships in China, The Hoof GP continues to put farming firmly in the spotlight.
Lizzie McLaughlin - Cambridgeshire
From Teesside to Cambridgeshire, Lizzie McLaughlin has carved out a unique role in agriculture as a podcaster, content creator, and mental health ambassador. With 21,000 followers and millions of views across her channels, Lizzie is determined to challenge stereotypes, celebrate diversity in farming, and bring people closer to the food on their plates.
Despite coming from a non-farming background, Lizzie has become a powerful voice within the industry. Over the past four years, she has launched three charting podcasts, including Second Nature, which debuted at #8 in Apple's Top 200 for Home & Garden. Her interviews span grassroots farmers to celebrities such as Luke Bryan, Matt Tebbutt, and Si King, sparking conversations that highlight the breadth and vibrancy of agriculture.
Lizzie's openness about her own experiences with anxiety and OCD has also seen her become an ambassador for Yellow Wellies and NOCD, helping to break down stigmas around mental health. Her content, from myth-busting videos on OCD to hands-on farming experiences, resonates with both rural and urban audiences.
Looking ahead, Lizzie plans to grow Second Nature, collaborate with high-profile guests, and expand educational outreach. Her mission remains clear: to show that farming is for everyone, regardless of background.
Mike Greenwood-Wilkins - Wiltshire
Wiltshire farmer Mike Greenwood-Wilkins has found a unique way to champion British food and farming, through the global platform of The Great British Bake Off. Applying for the show with the hope of celebrating local produce, Mike impressed viewers by sourcing almost every ingredient, from flour and eggs to meat and fruit, from his own farm, neighbouring producers, or trusted British suppliers. The response was overwhelmingly positive, giving Mike the opportunity to engage a huge non-farming audience with his passion for food provenance and sustainable farming.
Now with a 35,000-strong online following, Mike uses Instagram (@mikesqw & @nolands.uk) to share life on his family farm in Wiltshire. His fast-paced ‘What we're up to on the farm' reels have proved particularly popular, giving audiences an authentic glimpse into the breadth of seasonal work and sparking conversations about farming practices.
With a background in the NFU, Mike is determined to counter misinformation and show the environmental benefits of British farming through engaging, transparent content. Looking ahead, he plans to expand into YouTube with longer-form videos, create more myth-busting features, and use TikTok to connect with younger audiences.
For Mike, content creation is about more than followers; it's about building trust and understanding between farmers and the public.
Tom Lamb - South Lincolnshire
With over 112,000 followers across YouTube, TikTok, Instagram and LinkedIn, Tom Lamb has become a dynamic voice for British agriculture. From his mixed family farm in South Lincolnshire, Tom shares a wide variety of content that spans crop rotations, soil health, diversification, engineering projects, and behind-the-scenes factory tours of UK agricultural manufacturers. His mission is clear: to showcase farming in a positive, inclusive way while breaking down barriers between the industry and the public.
Tom's platforms reach a wide audience, with around 60% of his viewers coming from non-farming backgrounds. By combining education with entertainment, he inspires interest in careers within agriculture and engineering, while also offering practical insights for those already in the sector, whether it's modifying machinery for operator comfort or exploring sustainable technology.
Proud to have been a finalist at last year's British Farming Awards, Tom has since accelerated his channel growth, hitting 78,000 YouTube subscribers in just four months. He also won the Farmers Weekly Invention Competition, underlining his passion for on-farm innovation.
Looking ahead, Tom is committed to expanding his engineering capabilities, collaborating with companies, and pushing his content further. His goal is simple but ambitious: to keep raising the bar while promoting UK agriculture to audiences worldwide.
Tom Ware - Nottinghamshire
For Tom Ware, farming content creation isn't just about showcasing life on the land; it's about saving lives. From Nottinghamshire, Tom founded Just Talk Agriculture, a platform with more than 79,000 combined followers across its accounts, built to tackle one of the biggest challenges in agriculture: mental health.
The initiative was born out of tragedy, following the loss of a colleague to suicide in 2022. Since then, Tom and his team have worked tirelessly to create a space where farmers can hear honest conversations about mental wellbeing, reduce stigma, and know they are not alone. Through videos, collaborations, and partnerships with campaigns like Yellow Wellies' Mind Your Head and the Farming Community Network, Just Talk Agriculture provides both solidarity and practical advice.
What makes the project so powerful is its relatability. By working with familiar farming figures such as Olly Harrison, Rebecca Wilson, Abi Coombes, and Clarkson's Farm's Charlie Ireland, Tom ensures that messages like "it's ok not to be ok" reach those who need to hear it most.
Looking ahead, Tom aims to expand the platform, partner with more creators, and even register as a charity. His mission remains simple yet vital: to get the farming community talking, connecting, and supporting one another.
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Wallace Currie - Isle of Arran
From the Isle of Arran, Wallace Currie has built one of the most prolific food and farming podcasts in the world. Under the banner R2Kast (soon to rebrand as Wallace Talks), he has interviewed more than 400 guests across 350+ episodes, attracting a monthly audience of 2,000 listeners and ranking in eight countries. Combined with his 16,000-strong social following, Wallace has become a trusted voice connecting agriculture with a global audience.
What began as a simple question, "How do you get into farming?", has grown into a platform that champions real, raw, and diverse stories from across the food chain. Through podcasts, YouTube, TikTok clips, and professional collaborations, Wallace showcases the challenges and triumphs of farming while tackling bigger issues such as sustainability, access to land, and workforce development. His work even feeds into policy, with insights from interviews presented to figures including George Eustice, Anas Sarwar, and Mairi Gougeon.
Wallace's impact goes beyond content. By sharing farmer stories, he has created real-world opportunities, from supporting mental health initiatives to helping a grower secure a slot at Diddly Squat Farm Shop. For Wallace, success isn't measured in followers, but in meaningful connections that strengthen farming's voice and future.
Taking place on 16 October 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
