British Farming Awards - Digital Innovator of the Year

27 October 2023

As proud sponsors of the "Digital Innovator of the Year" category at the British Farming Awards this 2023, we are delighted to introduce this year's winner: Matt Slack, Sunnyside Farm, E.V. Slack and Sons, South Yorkshire. Matt's journey is a testament to innovation and commitment within the farming industry, particularly in utilising digital platforms to advance his cause.

A Farmer and Butcher on a Mission

Matt Slack stands apart as an entrepreneur with a unique vision. His primary goal is to leverage digital media to promote British meat and educate individuals, particularly the younger generation, about the origins of their food. He emphasises the significance of supporting local businesses, echoing the importance of sustainability and community-driven agriculture.

Situated in Doncaster, Matt manages a 90-acre farm and operates an on-farm slaughterhouse, offering essential services to fellow farmers and local farm shops. His commitment to sustainable farming practices and the production of high-quality meat has garnered recognition and respect within the industry.

From Digital Novice to Social Media Specialist  

Matt embarked on his digital journey in 2020 and has since cultivated a substantial online presence. With over 100,000 followers and an impressive 50 million views across various social media platforms, he has successfully harnessed the power of digital communication. His content spotlights the exceptional quality of British meat and encourages consumers to prioritise locally sourced options over the convenience of supermarket offerings.

Matt's transparent approach and unwavering dedication have resulted in a dedicated following, extending even to esteemed chefs who seek to collaborate with him. His passion for British agriculture and livestock is not only educational but also deeply inspiring to his audience.

Congratulations to Matt Slack for earning the title of "Digital Innovator of the Year" at the British Farming Awards. His journey serves as an inspiration to the entire farming community, and we eagerly anticipate witnessing his continued achievements in the field.