People of the Land - This is only the beginning.

Over recent months, People of the Land has grown from an idea into what is rapidly becoming one of the most ambitious positive storytelling initiatives across British agriculture, horticulture and fresh produce. To view more details, click link – www.peopleoftheland.co.uk

Backed by 41+ trade bodies and associations reaching more than 2 million people nationwide, we are now preparing to launch the:

100 Faces of British Food & Horticulture Tour

As part of the People of the Land initiative, we will be travelling across the UK capturing authentic imagery and stories from the people behind British production:

farmers
growers
nursery teams
fresh produce businesses
machinery operators
packhouse teams
market traders
researchers
rural families
and the wider supply chain.

The imagery captured during the tour will form a major part of the new People of the Land website launching later this summer, alongside exhibitions, social campaigns, press activity and the long-term visual archive we are building for the sectors.

Importantly, this is not about staged marketing campaigns or polished corporate messaging.

This is: Real people. Real stories. Real imagery.

By The Sectors. For The Sectors.

We are now actively looking to work with:

• Founding Partners
• Sponsors
• Sector organisations
• Trade groups
• Events
• Farming businesses
• Horticultural businesses
• Fresh produce businesses

And importantly, if you are running a key event, conference, open day, awards evening, demonstration, farm walk or sector gathering during 2026 and would like us to potentially cover it photography-wise as part of the tour, please get in touch.

In return, you gain authentic professional imagery from the event itself whilst also helping support the wider aims of People of the Land and the long-term positive promotion of the sectors.

We are delighted to announce that AF Group have joined People of the Land and the 100 Faces Tour as a Founding Partner.