Clarkson’s Farm’s Harriet Cowan Champions #Farm24 to Raise the Profile of UK Farmers

Clarkson’s Farm star Harriet Cowan has thrown her support behind this year’s #farm24 campaign, joining forces with official lifestyle sponsor Beaumont and Bear to highlight the strength of the UK’s agricultural community

Farmers across the United Kingdom are making preparations to take part in 24 Hours in Farming this Thursday, August 7, as the nation’s largest agricultural digital initiative celebrates a decade of honoring the individuals who produce British food. Known online as #Farm24, this annual event offers a behind-the-scenes, real-time look at farming life and shines a spotlight on the vital role that farmers play in feeding the nation.

One of this year’s most recognizable campaign supporters is Harriet Cowan, a familiar face to fans of the popular Prime Video series Clarkson’s Farm. Harriet appeared in season four of the show and has since emerged as a passionate advocate for the farming community. A beef and sheep farmer in Derbyshire, Harriet works alongside her family on their land, where she balances the daily challenges of agriculture with her role as a registered nurse.

This year, Ms Cowan is taking her advocacy further by collaborating with official campaign sponsor Beaumont & Bear—a British clothing brand with deep ties to the countryside—to produce a special video series in support of the initiative. Through this partnership, she hopes to highlight the dedication, resilience, and community spirit that define British farming.

“Farm24 is all about giving the public a true insight into the life of a farmer over a 24-hour period,” Ms Cowan explains. “It’s a rare opportunity to show the people behind the food and the hard work that happens, day in and day out, in our rural communities.”

Harriet is also using the platform to call for stronger support from policymakers, urging the UK Government to take immediate action to safeguard the future of British agriculture.

“The Government needs to invest more time and money into the farming industry,” she says firmly. “We need it to survive, otherwise, it risks becoming a dying industry.”

With Farm24 now in its tenth year, Harriet hopes the momentum behind the campaign will translate into long-term recognition for farmers, particularly the younger generation entering the field.

“Looking to the future, I hope that younger farmers—those coming into the industry now—are recognised more both by the public and by the Government,” she says. “We need British farming to be put firmly on the map.”

For Harriet, the farming lifestyle is not just a job, but a deep-rooted calling and a way of life anchored in strong community values.

“The farming community is the heart of it all,” she adds. “Being a part of that community is the most rewarding part for me. Your neighbours are not just neighbours—they’re your support system. If you’re struggling, you know they’ll be there to help.”

Her sentiments echo the campaign’s broader message: that British farming is not only essential to the economy and food supply, but also deeply interwoven with tradition, resilience, and mutual support.

Beaumont & Bear, the campaign’s clothing sponsor, echoed Harriet’s praise for the agricultural community in a statement of solidarity.

“The strength found in the agricultural world is truly unmatched. No matter how hard times get, farmers are never alone,” a brand spokesperson said. “We are honoured to stand alongside them—not just today, but every day.”

What is #Farm24?

Launched in 2015 by Farmers Guardian and supported by Morrisons, the 24 Hours in Farming campaign has grown into a powerful digital movement that reaches millions each year. It invites farmers across the UK to document and share their daily experiences via social media platforms over a 24-hour period, beginning at 5 a.m. on August 7 and ending at 5 a.m. on August 8.

Participants are encouraged to post photos, videos, and stories that capture everything from early morning chores and machinery repairs to livestock care and harvest operations. The result is a vivid, authentic portrayal of the highs and lows of farm life—one that bridges the urban-rural divide and brings consumers closer to the source of their food.

In its ten years, Farm24 has become much more than a digital campaign; it is a celebration of an industry often taken for granted, and a reminder that behind every pint of milk, loaf of bread, and Sunday roast are real people working tirelessly on farms up and down the country.

As Harriet Cowan and thousands of others prepare to share their stories once again this week, one thing is clear: British farming has never been more important—or more worthy of recognition.