AF Chief Marketing Officer Alex Robinson reflects on why he’s drawn to the people who grow, make, ferment, cure and craft the food and drink we enjoy across the UK.
“After 15 years working in agriculture, I’ve finally realised what I love about it: farmers produce food. Yes, it sounds obvious. Most farmers generally produce commodities that feed into the food supply chain and, whilst this is fundamentally important, the thing that really gets me excited are the product producers - the UK farmers growing, rearing, harvesting, picking, fermenting, ageing, drying, curing, brewing, milling and more, to make unique products that are made and sold locally.”
“I don’t come from a farming family. I’ve always found growing plants to be like magic. Some of my earliest memories are helping out on my Mum’s allotment - digging beds, lifting spuds, and eating strawberries straight from the plant.
“For the first 12 years of my career in farming, I worked for a bioenergy business. Whilst this was exciting - being part of a start-up and trying to get more from unproductive land - it didn’t quite tick enough boxes for me. So I joined AF: partly to get more exposure to different parts of the sector, but mostly because of the co-operative values and being part of something meaningful - working for the farmer-owners themselves.”
“I still find farmers some of the most interesting people to work with. No two are the same and there’s never a dull day - there’s always more to learn. And who better to learn from than those with such multi-faceted skillsets? People who not only produce our food, but also steward our precious landscapes.”
A recent visit to Mrs Temple's Cheeses to start filming a new series for Taste AF.
“My job is rewarding and I have the luxury of being able to be creative and come up with ideas such as ‘Taste AF’ - seeking out and championing farmers producing food and drink from our 3,000 Members across the UK.
“It’s not just a directory or a campaign. I want it to be an invitation: to notice the makers, to follow the story, and to support the kind of food and drink production that feels rooted, brave and distinctly British.
“Not only does this afford me the chance to travel the country and try these lovingly made products, but I get to meet the farmers, spend time with them, learn their story and (usually) their obsession: their products.
“What they do is so personal. You can feel the choices, the craft, and the love in what finishes up on the plate or in the glass.”
“Before Christmas I was extremely lucky to get my hands on a bottle of the UK’s first commercially harvested olive oil. I waited six months to try it - partly because it felt so precious I was scared to, but also because I wanted to enjoy it in something closer to Mediterranean weather. And boy was it worth the wait! Golden, buttery deliciousness...
Some of my recent favourites: The English Olive Co. olive oil, Mrs Temple's Binham Blue cheese & Henney's classic cider
“I met David Hoyles over two years ago, when he had just established 20 acres of olive grove in Lincolnshire. Instantly, I was fascinated and wanted to know everything.
“Hearing about how much research, energy, investment, time, manual labour and love went into this project really excited me. But most of all, it’s how brave - and how risky - this endeavour was, all to do something different. David’s investment may still take years to realise, but what really strikes me is how his enthusiasm never wanes.
“Innovative farmers like David aren’t just closing the loop on food production - they’re creating entirely new ones.”
