Clarkson’s Farm Star Harriet Cowan Champions #Farm24 Campaign to Elevate British Agriculture

In a powerful show of support for the UK’s agricultural sector, Harriet Cowan, a breakout star from the fourth series of Prime Video’s Clarkson’s Farm, has joined forces with lifestyle brand Beaumont & Bear to amplify this year’s #Farm24 campaign. The initiative, known as 24 Hours in Farming, is set to take place on Thursday, August 7, 2025, marking a decade Ascendancy milestone as the UK’s largest digital agricultural campaign celebrates its tenth year of spotlighting the tireless efforts of those who produce Britain’s food.

Harriet Cowan, a familiar face to fans of the popular show, is a key figure in this year’s campaign, lending her voice to a new video series produced in collaboration with Beaumont & Bear, the official clothing sponsor of #Farm24. Filmed against the backdrop of her family’s beef and sheep farm in Derbyshire, the series aims to showcase the resilience, dedication, and community spirit of Britain’s farmers. Cowan, who balances her farming responsibilities with her career as a registered nurse, has become a prominent advocate for agriculture, using her platform to challenge stereotypes and inspire the next generation to consider careers in farming.

The #Farm24 campaign, now in its tenth year, is a 24-hour digital event that invites farmers across the UK to share their daily lives with the public through social media, offering a window into the hard work, passion, and challenges that define the industry. From early morning livestock checks to late-night machinery maintenance, the campaign paints a vivid picture of the realities of farming, fostering greater public appreciation for the people who put food on the nation’s tables. This year’s event is poised to be the biggest yet, with farmers, industry leaders, and supporters like Cowan rallying to highlight the critical role of agriculture in the UK.

Cowan’s involvement in #Farm24 is deeply personal. As a farmer herself, she understands the challenges facing the industry, from economic pressures to environmental concerns. In her video series, she emphasizes the importance of public and governmental support for British agriculture. “The #Farm24 campaign is about showing the general public, over a 24-hour period, what a farmer gets up to,” Cowan explains. “It’s about opening their eyes to the hard work, the long hours, and the dedication that goes into producing the food we all rely on.”

Beyond raising awareness, Cowan is using her platform to call for tangible action to secure the future of British farming. She stresses the need for increased government investment, warning that without it, the industry risks decline. “The Government should invest more time and money into farming because we need it,” she says. “It’s a bit of a dying industry otherwise.” Her message is clear: British agriculture is at a crossroads, and policymakers must act to ensure its sustainability.

Cowan’s vision for the future is one where farmers, particularly the next generation, receive the recognition they deserve. “Going forward, I hope that the next generation of farmers will be recognized more by the public and the Government,” she says. “We need to put British farming on the map and make people aware that we are here, working every day to feed the nation.” Her words resonate with a sense of urgency and hope, reflecting her commitment to ensuring the industry’s legacy endures.

A central theme of Cowan’s advocacy—and of the #Farm24 campaign—is the strength of the farming community. For Cowan, this sense of camaraderie is one of the most rewarding aspects of her work. “Being part of the community is probably the most rewarding part for me,” she shares. “You have your neighbors, and you’re all in tune with each other. You can talk, and if you’re having problems, they’ll all be there to help you.” This spirit of mutual support is a cornerstone of rural life, and #Farm24 seeks to bring that unity to the forefront, showcasing the human connections that sustain the industry.

Beaumont & Bear, the campaign’s official clothing sponsor, echoes Cowan’s sentiments about the unique strength of the agricultural community. “The strength in the agricultural community is like no other,” the company stated. “No matter how tough it gets, know you are not alone.” As a brand rooted in rural values, Beaumont & Bear sees its role in #Farm24 as an opportunity to amplify farmers’ voices. “It’s a real honor to use our platform to stand alongside and champion the farming community—not just today, but always,” the company added.

The #Farm24 campaign also serves as a call to action for the public. By following the hashtag on social media platforms like X, Instagram, and Facebook, individuals can engage with farmers’ stories, share their own, and learn how to support British agriculture. Whether it’s choosing locally sourced produce, advocating for fair policies, or simply spreading the word, every action counts. The campaign encourages everyone to take part, from urban dwellers to rural residents, in celebrating the people who keep the nation fed.

For those inspired to get involved, the #Farm24 campaign offers numerous ways to show support. Sharing farmers’ posts, visiting local farms, or even exploring career opportunities in agriculture are all meaningful steps. Cowan’s involvement underscores the campaign’s message: British farming is not just an industry—it’s a way of life that deserves recognition, support, and investment. As the August 7 event approaches, the #Farm24 campaign stands as a testament to the resilience and spirit of the UK’s farmers, with voices like Harriet Cowan’s leading the charge to put British agriculture firmly on the map.