We all like to win at something. Whether it’s a raffle, against the clock or in gentle (or serious!) competition with others, there can be a lot at stake. AF CEO Helen Whittle reflects on why we still have farming prizes and glory on offer.
"This autumn we have a crop of farming award ceremonies. Nothing new there. History tells us that farming cups, shields, rosettes and other trophies have long been sought after by people, for their livestock or crops, their fields or even whole farms. But what do these competitions mean, or do, for the winners?"
"Todd Baker of AF Member North Farm Livestock posted on LinkedIn how pleased he is that his business - rearing pork across the region - has four nominations for this year's National Pig Awards, including Outdoor Producer of the Year. Best of all that Eddie Clarke & Adam Patterson are shortlisted for Stockperson of the Year and Young Pig Farmer of the Year respectively which Todd feels is welcome recognition for total dedication to their roles. We’ll hear if they win next month."
"This month we cheered when our AF Member Mike Durrant was awarded Farmers Weekly Awards 2025: Pig Farmer of the Year, whose love of farming was inspired by his grandfather. Mike was recognised for his technical performance, strong team culture, and environmental care and innovation.
"Back in June we heard AF Member James Chapman dedicate the Farm Business of the Year award he won from the Aylsham Agriculture Show to his whole team, for their dedication.
"AF Member Edward Wharton was announced as 2025 McCain Potato Grower of the Year GB. An especially meaningful award as his late father won the same in the 1980s. Judged based on performance against their contract including yield and frying colour Edward says that winning this award was a testament to his team’s hard work, from the office administrator to the workshop mechanic.
"After the applause has ended and perhaps the trophy in the farm office has gathered a little dust, what difference has winning made in the longer term?"
"This time a year ago, Mark Means - an AF Member who farms in the very west of Norfolk - swept the board at the Farmers Weekly Awards, winning Arable Farmer of the Year and then overall Farmer of the Year.
"Since then? Well, for a start he still pinches himself that he won! Now – as then – he values the recognition for the more than 30 years of effort and family and team sacrifice to build the business. He has had the opportunity to trial new machinery, access new markets, talk with national and international press: none of which would have happened without being award-winning. To Mark, another bonus is being judge of the categories he won at last year. A real honour, he says."
"For us at AF, every day is competitive. To make sure we measure up when it comes to the money and time we are saving each one of our Members, we’ve introduced a number of targets and key performance indicators across the business.
"Each of our colleagues is challenging themselves to have conversations to better understand our Members’ needs and wants, negotiate even more competitive prices, drive system improvements and efficiencies and push themselves to do even more for our Members.
"From many of the conversations I have with those running farming and other businesses I know your daily race is to keep costs down, lift efficiency or find or make better markets and prices for what you produce. All of these are worth being recognised for. Don’t just wait to be nominated in a competition category, put forward a business or individual you think worthy of being a winner.
"Like me, I’m sure you’ll browse the announcements to see who you know amongst those recognised as farming winners. Whether you are up against others, trying to beat your own track record or simply trying to stay ahead, we wish you well.”
Whittle, H. 2025. AF Group CEO on the importance of farm awards. East Anglian Daily Times. 9th October.
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