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Meet the Face of British Food Fortnight 2010

James Potter has beaten off competition from more than 100 people to become the Face of British Food Fortnight 2010.

The North Yorkshire egg producer was awarded the prestigious title after British Food Fortnight and Farmers Weekly launched the hunt for a face to front this year's BFF campaign.

We were seeking one that encapsulated all that's best about our food and farming industries - one that exuded characteristics such as wholesomeness, hard work, integrity, tradition and healthiness.

Entries soon flooded in from people of all ages and all backgrounds (the winner's photo would appear on tens of thousands of BFF posters and other pieces of promotional literature).

We narrowed it down to a shortlist of 10 then involved agent-to-the-stars Max Clifford to help pick the winner.

"James is, in my opinion, the perfect person to be the Face of British Food Fortnight 2010 as his face has all the characteristics that I believe people would expect to be embodied in a farmer," says Mr Clifford.

"He has a face full of charm, integrity and which exudes the outdoor life - a wonderful combination made even better by a huge smile.

"He's got a face that both men and women will relate to in a positive way and, for me, is the ideal person to be the poster boy for British farming and food.

"Behind the face, I understand there is a progressive businessman who's passionate about what he does and who loves the countryside."

James was announced as the winner today (22 April) at a high-profile event in London, attended by HRH The Duchess of Cornwall.

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