The Prime Minister said the funds from implementing Inheritance Tax on farmers will go towards driving NHS waiting lists down, but are farmers actually the key to curing it? Without them, who will produce this country's nutritious food? A Love British Food project from a Lancashire NHS hospital highlighted that by putting local, seasonal British foods on its menus, brought patient stays down on average by 1.7 days.

Britain's agricultural community is once again preparing to unite for 24 Hours in Farming, the industry's largest digital celebration, which returns on Thursday, August 7, 2025, with the aim of "Building a Healthy Nation on British Food".  Now in its landmark tenth year, the annual event, proudly sponsored by Morrisons, shines a national spotlight on the pride, dedication and resilience of the UK's food producers. From 5am on August 7 to 5am on August 8, farmers, growers, and allied industries will take to social media to offer an authentic window into a day in British agriculture. Using the hashtag #Farm24, participants will share their stories, photos, and videos, highlighting the skill, passion and care that goes into feeding the nation.

#Farm24 Chef Ambassador, Tom Aikens, comments, "The journey starts from the ground up, we must collectively as a nation be more supportive of our British farmers, be more understanding and conscious of the monumental effort that goes into producing locally grown food. I will always adapt my menu according to what farmers and producers can provide me with that's matched within the seasons. I will always use the freshest and best-quality ingredients for our guests and proudly inform them of how it was produced or grown by our hard working British farmers. So try to go out of your way and support British farmers as they have made a huge effort in horrendous weather conditions and spent many hours in providing the best they can grow just for us."

A Nation-Wide Celebration of Farming

Created by Farmers Guardian, #Farm24 is more than a campaign, it's a movement. Last year alone, the initiative generated over 77 million impressions across social media, trended at #1, and received coverage across BBC platforms, including Radio 1. Public figures such as Jamie Oliver, Adam Henson, and even the Prime Minister have previously joined in, with this year promising even greater visibility.

With farming in the national spotlight, 2025's campaign theme, "Building a Healthy Nation on British Food", seeks to connect the dots between good farming, good food, and good health. As pressures on the NHS mount and food education becomes ever more vital, #Farm24 aims to reignite the public's connection to the land, ingredients, and the importance of simple, nutritious home cooking.

Alexia Robinson, Love British Food, comments, "Everyone from policy makers to the public acknowledges that we need to be healthier as a nation, but there is not enough discussion about the role of British farming in enabling this. There is a proven connection between how food is produced and its nutritional value. When talking to public sector caterers who say British food is too expensive for their budget, I explain that in terms of nutritional value, you get what you pay for. The milk products have a higher nutritional value; the meat has more Omegas. I have hosted 214 public sector caterers through Love British Food's on-farm training days; talking to them about this connection and how buying British food can help them achieve health outcomes, whether in a hospital, care home or school setting. These are our change-makers and we help them to think about the link between health and how food is produced when making their buying choices."

Meet the Ambassadors

This year's campaign features a dynamic mix of returning favourites and new faces helping to amplify the message. From celebrity farmers and chefs, to social media influencers and rural professionals, the ambassador list includes:

Chef Ambassador: Tom Aikens

• Amy Wilkinson
• Frank Carr (Lee Gate Farm)
• Rebecca Wilson
• Charlotte Ashley
• Cannon Hall Farm
• Kelvin and Liz Fletcher
• Coco Jalloh
• Chris Myers (Pro Horizon)
• Mike Wilkins
• Emma Gray
• Nigel Owens, MBE
• Claire Whittle
• Rossett Park Farm

These ambassadors will be championing British farming throughout the campaign and encouraging wider public participation.

Giving Back: Farm24's Charitable Partnerships

In addition to celebrating agriculture, #Farm24 is committed to supporting vital causes in the rural sector.

Len's Light is this year's fundraising partner. Founded by Andy and Lynda Eadon in memory of their son Len, the initiative raises awareness about mental health in farming. Since its inception, the campaign has raised over £222,000, supporting charities such as the Farming Community Network, Yellow Wellies, and Papyrus.

The campaign also supports Farms for City Children, which offers residential experiences on working farms for urban youth, and The Royal Countryside Fund, which works to ensure the long-term resilience of farming families and rural communities facing economic and environmental challenges.

Be Part of the #Farm24 Movement

Whether you're a farmer, food producer, chef, agricultural student, rural business, or simply a supporter of British farming, your voice matters. Join in on August 7 by posting on social media with #Farm24. Show the public the real story behind the food on their plate, blow the gates open on farming and showcase what a key role farmers play, and help celebrate the people who make it all possible.

To find out more or to get involved, follow farmersguardian on social media and visit https://www.farmersguardian.com/sponsored-hub/farm24

Let's make the tenth year of #Farm24 the biggest and most impactful yet. One day. One hashtag. A whole industry.