With Privilege Comes Pressure.

Some of you may have heard by now that I was fortunate enough to win 'Beef Farmer Of The Year' at the British Farming Awards 2024. It was a complete shock to originally get nominated but to then make it through the shortlisting and interview process, and eventually win was mind blowing.

It must be said that although it is my name of the award, non of it could have been realised without the hard work of the generations that went before me. I feel as though the farm was 95% of the way there before I came along and I just happened to be the one that pushed it over the line.

It had always been my goal to win the award and I had set a personal goal of trying to win it before I turned 40. It wasnt that I would have considered it a failure to not have won by then, more that it was a goal to work towards in order to get the farm into the best possition possible in a given time period. I never once imagined I would have won it at 33. If I'm honest, I now feel a little lost without a target to work towards.

Something unexpected that has come along to replace the goal however is pressure. I walked into the awards, the same farmer that walked out but now it feels as if soemone has written 'Look at me' across my forehead. In my eyes the farm is no different now to what it was before the awards. We have the same goals, aspirations, issues and successes as before and although the pressure now exists, I openly encourage anyone to view our farm as they would any other and not place us on a pedestal.

Look after yourself,

James