1. What inspired you to found Beanstalk Global, and what role does visual storytelling play in your work?
I’ve long felt that farming and fresh produce need stronger imagery and portrayal. Better storytelling engages consumers and drives sales. We’re focusing on that through our current and upcoming projects.
2. How do you see photography and video changing public perceptions of farming and fresh produce?
Example: Camden Market. My daughter and I queued 30-deep at a TikTok-famous Indian stall selling cheesy chips. When I asked if they’d visited the farm that grows their potatoes, the owner said, “What’s a potato farm?” We’ve since invited them to one. If we join the dots – so consumers and food makers know where produce comes from through powerful imagery – imagine how that would lift perceptions of farming.
3. Could you share a memorable project combining your passions for agriculture and media?
Six years ago, I rode a Triumph from London to Cape Town – 18,000 km across 18 countries – to champion agriculture and fresh produce. Around 250,000 children followed the trip, and I later spoke at 50+ UK schools handing out Pink Lady apples (a key sponsor). See more: www.pointsoflight.gov.uk/great-fruit-adventure
4. How has your experience in agri-business and sports photography influenced your storytelling?
To capture great content, you need kit, heart and opportunity. Shooting fast-paced sport teaches you to read people and anticipate movement – skills that transfer perfectly to farm visits and conferences, which feel calm compared to a rugby pitch in January rain!
5. What are the biggest challenges and opportunities for fresh produce promotion today?
The market is coming towards us. People are realising the harm UPF foods and energy drinks cause. This could be our sector’s moment, but our collective message is fragmented, and we’re outspent by major food multinationals dominating the airspace.
6. What drew you to join the British Guild of Agricultural Journalists?
I was being refused press passes despite having client commissions, so I joined the Guild. I’m also keen to collaborate with Guild and IFAJ members on a major initiative to promote farming and fresh produce in a unique way.
7. Tell us about your current filming and photography tours.
We’ve filmed in Portugal and just wrapped a UK Potato Tour. Next, we’re off to the States to cover their biggest produce and flora show, then Peru to film their global fresh produce sector. More to come in the UK and internationally in 2026.
