Blue Earth Summit

George Lamb’s route into regenerative farming began in television and radio, not in a field. That distance is part of what he brings to Wildfarmed, the food and farming business he co-founded with Andy Cato and Edd Lees in 2018. Before Wildfarmed, George created GROW, a life-skills education programme working with schools and communities. Both projects share an ambition to reconnect people with the systems supporting everyday life. Wildfarmed works with farmers using regenerative practices, then links their grain to mills, bakeries, restaurants and retail products, pursuing better outcomes for soil, biodiversity, water and farm resilience. George’s role is cultural as much as commercial: make food-system change understandable, desirable and relevant beyond specialist circles. As a broadcaster and presenter, he turns the choices behind a loaf of bread into a conversation about the future of farming.