A HEREFORDSHIRE farmer is in the running to win a prestigious award.

Ally Hunter Blair of Weir End farm is a finalist for the Digital Innovator of the Year award at the 2023 British Farming Awards.

His nomination comes as a result of his work as a farming influencer, with more than 55,000 followers on social media and his own YouTube channel.

Mr Hunter Blair uses videos and photographs to capture the highs and lows of life on a British farm, engaging with his followers to promote the industry.

He gives those followers a unique true insight into farming, capturing footage on the 500-acre holding he and his family farm near Ross on Wye, predominantly arable land owned by The Duchy of Cornwall.

Mr Hunter Blair uses digital platforms to share that story and communicate with a curious public, taking every opportunity to champion British agriculture and promote a sustainable farming approach.

It is not just social media that gives him that platform but television appearances too, Mr Hunter Blair and his farm have featured in several TV programmes including more recently Born Mucky – Life on the Farm on the Discovery channel.

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He doesn’t flinch from some of the more difficult questions that come his way on social media, taking the approach of being open and honest about his farming operations, whether or not they are a success.

He not only uses those digital platforms to highlight the difficulties individuals and businesses in agriculture are experiencing, but the government too, and how these directly affect those around him. This he does to give an understanding of how decisions made by others can directly affect a business.

He said: “I want to keep selling the good news story that is British agriculture in a world where we are addicted to negative headlines,’’

“I don’t shy away from the hard truths but keep it light, fun and something people enjoy following.’’

Now in its 11th year, the British Farming Awards is the industry’s leading event showcasing hundreds of British food and drink producers undertaking important work across the sector.

The awards night is at the Vox Conference Centre in Birmingham on Thursday October 19.