Brett Lydiatt’s recent article in the Fresh Produce Journal hit the nail on the head CLICK LINK TO READ : high-quality photography is not a luxury for growers, it’s a necessity. He lays out the case beautifully – strong imagery strengthens grower–buyer relationships, reassures retailers about quality and sustainability, and brings your product to life far more than a phone call or spreadsheet ever could.

But if I can be pedantic for a moment – Brett focuses on fruit, and the same argument applies across the board. Vegetables, grains, proteins, honey, bread, sauces, fish – the entire farming and fresh food supply chain needs representation through powerful, authentic imagery. Without it, we undersell ourselves as an industry.

There’s a fact I often quote: 62% of visitors to a company website are there to apply for jobs or research before an interview. If your imagery is poor, the message is simple: “this isn’t a business worth working for.” And if you’re a grower, processor, or packer talking to retailers or potential customers – whether a supermarket, a foodservice group, or a premium niche account – the same holds true. People want to see you’re efficient, modern, and forward-thinking. Outdated or stock images send the opposite signal.

In the US, there’s been a lot of debate around the lack of imagery showing field workers – the real people who make agriculture and fresh produce happen. But that’s not just a US problem. Across the UK and Europe, we don’t do nearly enough to celebrate the individuals who grow, harvest, pack, and innovate in fresh food.

In a sector that must constantly differentiate itself from the mass-processed, ultra-processed food (UPF) giants, our most powerful weapon is our authenticity. We produce real food, from real people, working in real places. Why not show that?

The tools are already here – from talented specialist photographers like Brett to organisations willing to invest in showcasing their people and their produce. What’s needed now is a mindset shift across the sector. We need a revolution in how we present farming and fresh food. Not just glossy marketing shots, but true visual storytelling that shows care, skill, and pride.

Because when you capture that – whether it’s a potato harvest, bees pollinating an orchard, a baker pulling fresh bread from the oven, or a grower explaining regenerative practices in the field – you’re not just creating a picture. You’re creating trust. You’re creating value. You’re building the reputation of our industry for employees, customers, and consumers alike.

It’s time we told our story better. And great imagery is where it starts. Give Brett a call. Or me! +44 (0)1284 715055.

Photography our own from the Farmers March – London – Nov 2024