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Spring sunlight bathed the rolling hills of Somerset as Prince William, the Prince of Wales, stepped onto Folly Farm, nestled between Pensford and Bishop Sutton. This recent visit was no ordinary royal engagement—it doubled as a filming opportunity for the Amazon Prime series Clarkson’s Farm and a platform to address a pressing issue: mental health among farmers. Accompanied by the show’s stars Kaleb Cooper and Charlie Ireland, William met with young farmers to spotlight their challenges and resilience. As the Duke of Cornwall, he oversees vast agricultural estates across the UK, and this event brought together 60 next-generation tenants from the Duchy. The gathering aimed to inspire these individuals while marking William’s new role as patron of We Are Farming Minds, a charity focused on supporting rural mental well-being.
Folly Farm was a deliberate choice for this occasion. It represents the Duchy’s commitment to its tenants, who sustain rural communities through their labor. The prince used the visit to shine a light on the alarming statistic that mental health struggles affect farmers 46% more than other professions. We Are Farming Minds, founded in 2020 by Duchy tenants Sam and Emily Stables, emerged from personal hardship—Sam’s suicide attempt amid mental health struggles. Since then, the couple has turned their experience into a lifeline for others. William first met them in 2023 at Kings Pitt Farm in Hertfordshire, where he and the Princess of Wales learned about the charity’s mission firsthand.
Laughter punctuated the day as William shared a light moment with Kaleb Cooper. “You’ve got George watching now,” he told the Clarkson’s Farm star, referring to his son, Prince George. “I asked him, ‘What should I say if I meet Kaleb?’ He said, ‘Tell Kaleb to watch his language.’” The popular series, filmed at Jeremy Clarkson’s Diddly Squat Farm in Oxfordshire, has won fans for its raw depiction of rural life. Charlie Ireland beamed at the news of George’s viewership. “It’s great because the goal is to bring everyone together, isn’t it? On the family sofa,” he said. Cooper, meanwhile, acknowledged his efforts to curb swearing, adding, “People thank me, saying ‘you’ve brought the family together.’ That feels amazing.”
A day at the farm: connection and conversation
Seated around an outdoor table with scenic hills in the background, William listened intently to the young farmers’ stories. The relaxed setting belied the weighty topic at hand. The Duchy of Cornwall, under his stewardship, manages extensive rural properties, and this inaugural event sought to equip its tenants for future challenges. Data from We Are Farming Minds reveals that isolation, unpredictable weather, and volatile market prices drive anxiety and depression in the sector. Long hours spent alone exacerbate these pressures, making mental health support a critical need.
Kaleb Cooper, a contractor who visits 15 to 20 farms daily, explained his approach: lifting spirits wherever he goes. “Laughing is so important—a sense of humor—to get through life,” William replied, nodding in agreement. The prince expressed cautious optimism about progress. “It’ll take a generation to fix this with the work and research we’ve done, but I think we’re on the right track,” he said. Beyond symbolism, the visit underscored the Duchy’s 2023 rural mental health strategy, which aims to make it a leading provider of psychological support for tenants.
Mental health in farming: stark realities
Farmers face a tough reality in the UK. Rural communities often lack access to mental health services, amplifying the strain of their work. Studies highlight that solitude, a hallmark of life in remote areas, fuels anxiety, while unpredictable elements like weather disrupt livelihoods. The 46% higher rate of mental health issues among agricultural workers compared to other fields reflects these compounding factors.
46%: Increased prevalence of mental health struggles in farming versus other jobs.15-20: Farms Kaleb Cooper visits each day as a contractor.2020: Year Sam and Emily Stables launched We Are Farming Minds. A prince dedicated to rural life
William’s focus on mental health is well-established. As Duke of Cornwall, he blends hands-on leadership with advocacy. The Duchy’s 2023 mental health strategy targets comprehensive support for tenants, and his patronage of We Are Farming Minds amplifies this effort. At Folly Farm, he described mental health challenges as “generational” but remained hopeful, betting on steady progress. Bringing 60 young tenants together signaled his priority: empowering the future of British farming.
The event fostered open dialogue, with attendees sharing their experiences. The filming crew from Clarkson’s Farm captured it all, ensuring the message reaches a broader audience. For William, this was a chance to bridge his royal duties with tangible impact, reinforcing the Duchy’s role in rural sustainability.
From screen to soil: Clarkson’s Farm effect
Kaleb Cooper and Charlie Ireland added a touch of celebrity to the visit. Clarkson’s Farm, chronicling Jeremy Clarkson’s trials at Diddly Squat Farm, has become a cultural hit by blending humor with farming’s gritty truths. Cooper sees its appeal in connection. “People thank me, saying ‘you’ve united the family,’” he told William. The prince’s mention of George watching the show underscored its cross-generational reach, with Ireland noting its power to bring families together.
The show’s presence at Folly Farm hints at an upcoming episode featuring William, promising to spotlight mental health in agriculture to millions. Its unfiltered look at rural life—weather woes, bureaucratic hurdles, and all—resonates widely, making it a fitting backdrop for this initiative.
We Are Farming Minds: born from struggle
The roots of We Are Farming Minds are deeply personal. Sam and Emily Stables started it in 2020 after Sam’s mental health crisis led to a suicide attempt. Their farm in Hertfordshire became a hub for supporting others facing similar battles. Today, the charity tackles the isolation and stigma that plague rural workers, offering practical help and fostering dialogue.
William’s 2023 visit to Kings Pitt Farm with the Princess of Wales cemented their bond with the Stables. At Folly Farm, the couple joined him, emphasizing grassroots efforts. Their work aligns with the Duchy’s goal of breaking down barriers to mental health care in the countryside.
Timeline of action: Duchy milestones
William’s rural mental health push follows a clear path. Key moments include:
2020: Sam and Emily Stables establish We Are Farming Minds after Sam’s crisis.2023: Duchy launches its rural mental health strategy.2023: William and the Princess of Wales visit Kings Pitt Farm.2024: William becomes patron of We Are Farming Minds at Folly Farm.
These steps reflect a sustained commitment to tenant well-being.
Young farmers: shaping tomorrow
Gathering 60 next-generation tenants at Folly Farm was strategic. These individuals will navigate climate change, economic shifts, and post-Brexit transitions. William stressed preparing them for both practical and emotional demands. “We’re on the right track,” he affirmed, buoyed by their potential. Attendees opened up about balancing farm life with financial pressures, finding solace in the prince’s support and the charity’s resources.
Humor as resilience
William’s exchange with Cooper highlighted humor’s role in rural life. “It’s so important,” he said, laughing as he gestured animatedly. Cooper’s daily mission to cheer farmers resonates with this view, offering a buffer against hardship. The Folly Farm event blended levity with purpose, showing how both can coexist.
Rural challenges endure
Access to mental health care remains elusive in remote areas. Long travel times deter farmers from seeking help, while cultural stigmas discourage openness. The Duchy’s strategy, backed by William, aims to bridge this gap through prevention and outreach, though change will be gradual.
Tips for farmers: minding mental health
Farmers can take small steps to cope:
Talk to a trusted friend about daily struggles.Make time for light activities like walks or hobbies.Reach out to groups like We Are Farming Minds for support.Build rest into demanding schedules.
These actions foster balance amid rural pressures.
