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All of our Local Representatives do great work to progress the business of First Milk and dairy farming in general . . . but one in particular has been helping an unlikely ally win over consumers to the merits of eating veal.

Joe Collingborn, who farms 110 British Friesian/Holsteins at Hill End Farm in Wiltshire, has been working with Janet Street Porter on her mission to get more people to eat British veal on Channel 4’s F-Word cookery programme, hosted by Gordon Ramsay.

Mr Collingborn - a third generation dairy farmer, has developed a successful veal enterprise on the back of the quality calves produced by his cows. He was originally approached to be technical advisor about veal on the programme on the back of recommendations for his rose veal in cookery books by Rick Stein and Hugh Fearnley Whittingstall. He ended up helping Janet Street Porter buy two calves at Pateley Bridge Market, to rear herself, kill, and eat as part of the programme.

Joe explained, “The qualities of the genetics here, being half Friesian and half Holstein, mean that not only do our cows produce excellent milk yields but our calves are of excellent quality for veal production.”

All of his calves are sold to a growing number of local hotels and restaurants. His TV fame has come with a slight downside, however. “Whenever I go out to social functions I’m always pointed at, with people coming over to tell me that they have seen me on television. They like to talk for ages about it, so I don’t see much of my friends when I’m out!”

He is extremely complementary about Janet Street Porter and the film crew involved, who he says work as hard as dairy farmers.

“The whole of the dairy industry has to thank her for raising awareness of the quality of British veal. She was on a mission for no reason at all, really. She is a star. The film crew worked very hard, put in as many hours as farmers do, and were extremely professional.”

“We need a thriving veal industry in this country because it gives purpose to the calf’s life,” he added.