People of the Land – Powered by Beanstalk Global

By Max MacGillivrayBroadcasts, Podcasts

Celebrating the People Who Feed the Nation.

We are proud to unveil People of the Land, a national movement giving voice, visibility and real-world impact to the individuals behind British agriculture and fresh produce. At a time of political uncertainty, labour pressures and increasing public disconnection from food production, this initiative brings the focus firmly back to the people whose work nourishes the nation.

Watch the Story Unfold – People of the Land in Motion

A short film introducing People of the Land – showcasing real people, real stories and the essence of farming and food production across the UK. Click to watch.

Judging Panel – Now Confirmed

We are delighted to have secured an outstanding group of respected sector leaders as judges for People of the Land:

• Barbara Bray MBE
• Judith Batchelar OBE
• A Management Development Services trainee
• Professor Ken Sloan – Vice Chancellor, Harper Adams University
• John Shropshire OBE – Chair of G’s Group

With further invited judges to be announced shortly.

Strong Early Interest from Sector Groups

Key industry trade bodies and aligned businesses have already expressed strong interest in joining our Amplifier Council, helping promote the initiative across their networks and encouraging their members to contribute photography, quotes and personal stories. More organisations are being approached as momentum builds.

A National Storytelling Platform – Not Just a Competition

People of the Land is a long-term, community-led platform designed to shift perceptions, strengthen advocacy, and build real-world outcomes through powerful, authentic storytelling.

Every year culminates in the People of the Land book. A living archive documenting the people shaping British agriculture.

A Sector Telling Its Own Story

Farmers, growers, producers, consultants, students, rural professionals and families are invited to submit imagery that reveals the reality of UK agriculture – the resilience, humour, heritage, skill and humanity behind our food system.

Each entry includes:

  • A portrait or candid moment
  • A quote or caption capturing the story, challenge or emotion behind it

Whether you work in the field, in a lab, on a tractor, in a packhouse, in education, consultancy or supply chain leadership – your story matters and we want to hear from you.

Participants Can Gain:

  • Cash awards
  • National and international visibility
  • A place in the annual People of the Land book
  • Feature opportunities across social media, press & broadcast
  • Inclusion in the travelling exhibition

(And to maintain authenticity, no AI-generated images will be accepted.)

Daily Amplification & National PR

We will share powerful images and stories across our digital channels every day.

Targeted PR will extend the reach to:

  • Agricultural media
  • National newspapers and magazines
  • Broadcast and online outlets
  • Consumer lifestyle and cultural platforms

Taking real farming stories far beyond the sector.

Awards, Book & Travelling Exhibition

Submissions contribute to a year-round programme including:

  • A national awards event
  • Support from our Amplifier Council of trade groups and businesses
  • Distribution of the annual book to MPs, DEFRA, retailers and trade bodies
  • A travelling exhibition visiting shows, education centres, food festivals and public venues

Funding & Partnerships

We are building People of the Land as a sustainable, long-term movement, supported through:

  • Partner Sponsors
  • Sector grants
  • A community-driven crowdfunding programme

Partner Sponsors: Join a Movement with True National Reach

Partnering with People of the Land offers:

  • High-profile visibility across national PR, social media, exhibitions and the annual book
  • Authentic alignment with a positive, purpose-driven initiative championing real people
  • Opportunities for team involvement, including story and imagery contributions
  • A meaningful role in elevating public understanding of UK agriculture

Your support directly funds:

  • Scholarships for young creatives
  • Grants for rural and farming charities
  • Donations to content creators
  • The travelling exhibition and national PR campaign
  • Platform development and long-term infrastructure

Partner Sponsors play a central role in helping the nation see farming not as an abstract system, but as a community of people whose work deserves recognition and respect

People of the Land: Sector Insights Survey & the First National Rural Wellbeing Index for the UK’s Rural and Agricultural Community

Recent sector insights — including the Farming Profitability Review 2025 led by Baroness Minette Batters DL, and the 2026 Oxford Farming Conference Report “UK Agriculture: Grasping the Opportunities” by Dr Louise Manning — highlight that the future resilience, profitability and sustainability of British agriculture depend not only on economic performance, but on the lived experience of the people who keep the sector moving. Both reports call for a deeper understanding of what keeps people in agriculture, the pressures they face, and how confidence and long-term viability can be strengthened across rural communities.

To help fill this evidence gap, People of the Land will run a Sector Insights Survey inviting photography contributors to share their perspectives on why farming remains fulfilling, what keeps people rooted in the sector, and how we can better attract, support and retain new entrants. Building on this, we are creating the first National Rural Wellbeing Index for the UK rural and agricultural community – powered by real people, real images and real stories.

Outputs will include:

  • The annual People of the Land – Rural Wellbeing Report
  • Regional wellbeing rankings
  • Sector comparisons (e.g., soft fruit vs arable)
  • Year-on-year wellbeing trends
  • “Story of the Season” insights drawn directly from photo submissions

These insights will be highly valuable to DEFRA, AHDB, NFU, industry sponsors and national media, strengthening advocacy, improving public understanding, and adding a human dimension to the economic and strategic intelligence captured in high-level industry reports.

We’re also creating the first national Wellbeing Index for the UK rural and agricultural community — powered by real people, real images and real stories.

Outputs will include:

  • The annual People of the Land – Rural Happiness Report
  • Regional rankings
  • Sector comparisons (e.g. soft fruit vs arable)
  • Year-on-year wellbeing trends
  • “Story of the Season” insights drawn from photo submissions

These insights will be highly valuable for:
DEFRA, AHDB, NFU, industry sponsors and national media, helping strengthen advocacy, public understanding and long-term sector resilience.

People of the Land Website

The website will serve as the central hub for:

  • Winning & shortlisted images
  • Creator profiles and stories
  • The online shop for the annual book
  • Scholarships & grants
  • Career pathways and sector resources
  • Education materials for schools and colleges

Why This Matters

Imagery shapes understanding.
Stories shape perception.
Repetition shapes culture.

By making People of the Land a permanent annual platform, we ensure the human stories of UK agriculture grow in visibility and influence year after year.

This is:

  • A national photography competition
  • A living archive
  • A travelling exhibition
  • A community megaphone
  • A platform for meaningful sector change

We invite the nation to see farming as it truly is. A community of people whose work deserves to be seen, heard and valued.

Want to find out how to get directly involved? Drop us a mail or call us on the numbers below.

📧 info@beanstalk.global
📞 01284 715055

Poster Photography and Video Production Created by Beanstalk Global/Max MacGillivray