Join Future Farmers of Yorkshire for our flagship event of the year at the 167th Great Yorkshire Show.
Future Farmers GYS Breakfast Meeting, kindly sponsored by the Yorkshire Agricultural Society, opens at 8.15am on Wednesday 15 July 2026 at the Ariat GYS Stage.
There is no better way to start your Wednesday visit to the Show, with a free breakfast sandwich and a chance to catch up with friends and meet other likeminded farming people before an industry panel kicks off a topical discussion that will inspire how you think about farming’s future.
The topic up for discussion is ‘Facts or Fads: What Food Trends Mean for Farmers.
Topic overview
Consumer food trends regularly dominate headlines – from plant-based diets and high-protein products to regenerative farming and local sourcing. But how much do these trends genuinely influence what happens on farms?
This panel discussion will bring together industry experts from across the food supply chain to explore whether consumer-driven trends seen in the media are translating into real change in agriculture.
Are farmers adapting production in response to shifting demand, or are these trends simply short-lived market signals?
The discussion will explore how evolving consumer preferences influence supply chains, retailer expectations, processor demand and ultimately farm-level decisions and contracts.
Please check back for speaker announcements as we countdown to the Great Yorkshire Show.
Please note: This event is free of charge, however, either a show ticket valid for Wednesday 15 July or YAS membership is required to gain admission to the Great Yorkshire Showground.
Breakfast Meeting Line Up
More speakers announced soon
Vanessa Adamson
Vanessa is a Retail and Consumer Insight Manager at AHDB. Her role focuses on understanding retail and consumer opportunities and shopper trends within the meat and dairy industry and communicating opportunities for AHDB levy payers.
Vanessa is responsible for undertaking research projects to understand changing consumer attitudes towards cooking, buying and eating food and its implications for the supply chain.
Her work also covers key reputational topics, such as buying British, environment, animal welfare and health.
Prior to joining AHDB, Vanessa worked for an econometrics consultancy, evaluating marketing effectiveness to improve campaigns and return on investment.
Before this, she worked as a category manager within fast-moving consumer goods (FMCG), responsible for developing brands and categories within retail to maximise sales and profitability.
Rufus Pilgrim
Rufus is Managing Director of R S Cockerill, a family owned farming and fresh potato prepacking business supplying the discount retailers, as well as supplying crisping potatoes to many household brands.
The business looks to manage risk through vertical integration from multiplying potato seed for its own ware growing operations, to overseeing its own storage, grading and distribution operations, all to retain control and build a robust supply chain for its customer base.
Rufus looked at how others attempt to manage risk and volatility in their own businesses through a Nuffield Scholarship.
Eden Hill
Eden is a tenant livestock farmer, originally from Sussex, and now in Lancashire. She and her husband, John, farm 175 head of cattle and 1,000 sheep that supply their business, The Meatbox Family, selling meat online to customers across the UK.
Although they’re both fresh to hill farming, John’s family hold a history of livestock farming in the South of England, whilst Eden takes the title of first generation farmer from her family.
Eden got involved with farming when she met John and then became a self-employed shepherdess before they both moved to Lancashire in August 2021.
George Roach
George Roach is a third-generation poultry farmer and Director of Oakland Farms Limited, a family-run business based in North Yorkshire operating six broiler units, a compound feed mill, renewable energy projects and a portfolio of let commercial property.
George studied Rural Enterprise and Land Management at Harper Adams University and qualified as a Chartered Surveyor before returning to the family business where he is now involved in both the strategic development and day-to-day management of the farms and feed mill operations.
In 2023, George was awarded a Nuffield Farming Scholarship, sponsored by The Poultry Meat Group. His study, ‘There is a buzz around insect protein in the broiler industry – does the idea have legs?’, involved investigating the potential for insect protein to be used in broiler feed as a sustainable alternative to imported soya.
The research explored different insect species, production systems and feedstocks, as well as the regulatory, economic and environmental challenges associated with scaling insect protein production.
Our panel will be chaired by Emma Throup
Emma holds a degree in Food Marketing & Business Economics from Reading University and works as a Programme Manager for ITSX, who specialise in IT Asset Management.
While her primary profession is outside the agricultural sector, she contributes to her husband’s family farming estate found on the outskirts of York. The estate consists of three principal enterprises: poultry, arable and dairy operations.
Leveraging renewable energy sources – including solar, hydro, and biomass – the estate supports its core activities sustainably.
Emma primarily helps her husband, David Throup, with the poultry enterprise. With a background in IT, she maintains a strong interest in applying data and technology within agriculture.
Emma also serves on the Future Farmers Management Board as Vice Chair.
Marcus Oliver, Managing Director of Krone UK
Dr Marcus Oliver is the Managing Director of Krone UK and has been proudly leading the business for over 15 years.
Born and raised on a working farm, agriculture isn’t just his profession – it’s a way of life.
Marcus still lives on a farm near Northallerton, where his day-to-day connection to the land keeps him close to the real-world needs of British farmers.
This lifelong involvement in farming gives him a unique understanding of the industry, which underpins his commitment to delivering practical, high-performing machinery and trusted dealer partnerships.
Under his leadership, the company has gone from strength to strength, establishing itself as a leader in premium grassland equipment.
With a clear focus on innovation, quality, and service, Marcus continues to drive the business forward – supporting farmers, building long-term relationships, and championing Krone’s role at the forefront of the UK’s agricultural machinery sector.
Blair Wallace – Chair
Blair is the Vice Chair of Future Farmers of Yorkshire and is Director of The Property Partnership Group Ltd.
Blair runs the company’s Rural Consultancy division and works with clients in and around Yorkshire.
He is a fully qualified Chartered Surveyor and Fellow of the Association of Agricultural Valuers and has experience in advising a wide range of clients from private individuals to large institutions.
Originally from a farming family in South West Scotland, Blair goes back to the family farm to help out at busy times.
A word from our headline sponsor: Krone UK
Future Farmers is grateful to Krone UK as headline sponsors of our Breakfast Meeting at this year’s Great Yorkshire Show.
Dr Marcus Oliver, Krone UK MD said:
We’re absolutely delighted to be sponsoring the Future Farmers Breakfast at this year’s Great Yorkshire Show.
It’s a fantastic opportunity to be right at the heart of the farming community – supporting the next generation of agricultural leaders and connecting with farmers from across the region.
With the Show taking place so close to our UK Head Office, it’s an event that really feels like home for us at Krone.
Where and when
The Future Farmers of Yorkshire Breakfast Meeting at the Great Yorkshire Show takes place on Wednesday 15 July at the Ariat GYS Stage, near Grey Gate.
Breakfast rolls, coffee and networking will be on offer from 8.15am, with the panel discussion to follow.
We ask you to register your place at this event for catering purposes.
With grateful thanks to our Breakfast Meeting sponsors
