My grandmother was evacuated from London during the war and moved to her cousin’s farm near Peterchurch, Herefordshire. Our family has remained in Herefordshire ever since, and though neither my grandparents nor parents farmed themselves, we’ve always felt connected to the industry.

I sometimes wonder, enviously, what it would be like to work in marketing for an F1 team or a luxury hotel chain. The perks. The travel. The parties. But then I take a stroll with my dog across the countryside and eat a lamb shank and remember what’s important.

I started working in agri-marketing pre-BPS withdrawal. The sector felt very different then. Softer messaging tended to be more effective, focusing on heritage, culture, communities, lifestyle, etc. I think this is changing now. Market and political pressures have made the sector far more performance and profit focused, and this has to be reflected in our comms.

I’d conjure sheep the size of Highland cattle that draw most of their nutrition from upland British air and instinctively adopt holistic mob grazing. It would transform the economics of hill farming, give the UK sheep sector a global edge, and make huge lamb chops, which I’d be a big fan of.

My namesake: The Jacob Sheep; why have 2 horns when you could have 4?