British Farming Awards winner hopes to connect with consumers - "There's so much more to agriculture than than the public know"

William Murray's engaging and authentic content offers a behind-the-scenes look at British farming, showcasing the daily realities of cattle and sheep farming, machinery operation and contract work.

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Through a mix of informative and humorous videos, William has built a loyal audience that appreciates his honest portrayal of modern agriculture. Upon entering the British Farming Awards, William reflected on his journey.

He said: "The application process allowed me to reflect on my TikTok journey and realise that I have achieved more than I initially thought."

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His ability to educate and entertain while tackling industry misconceptions has set him apart in the content creation space. By addressing misinformation about agriculture, particularly within the beef industry, William provides valuable insights into responsible cattle rearing and the nutritional benefi ts of beef consumption.

Mental health

William is not only a passionate advocate for farming, but also for mental health awareness within the agricultural community. In one of his most impactful TikToks, he candidly shared his own mental health struggles, resonating with many farmers and leading to a connection with the mental health organisation ‘Farmstrong.'

His openness on this topic has helped break the stigma surrounding mental health in farming, encouraging others to seek support. As an ambassador for Farmers Guardian's Farm24 campaign, William actively promotes British agriculture, giving the public a transparent view of the industry's role in food production.

His content is not just about farming; it is about storytelling, connecting with both those within the industry and consumers who may have little prior knowledge of farm life. His influence extends beyond education; he also hopes to inspire more women to pursue careers in agriculture, recognising that 59% of his followers are female.

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The judges praised William for his authenticity, passion and ability to create content that resonates with both farming and consumer audiences. They commended his honesty and dedication to raising awareness for the industry, highlighting his skill in making agricultural content accessible and engaging.

William said: "There's so much more to agriculture than is known by the public. Coming to the event and being able to speak to everyone and ask them what's going on, it's such a tightknit community, there's no way you can't fit in. You'll never stop learning things in agriculture."

With plans to expand his content, collaborate with other creators and continue advocating for the industry, William is set to further strengthen his impact. His work highlights the importance of education, transparency and mental health support within farming, making him a deserving winner of the British Farming Awards.