John Farrand’s journey into the world of fine food & drink began at an early age, as a child, he was surrounded by esoteric ingredients from across the globe. This early exposure, combined with a deep love for nature, the environment and the rural economy, led him to pursue a degree in Agriculture & Food Industry Management at Wye College, University of London. This course covered a broad spectrum, from farming and production to sales and marketing, putting in place the building blocks for his future career.
The Guild of Fine Food is a family business, started by John’s father, Bob. It’s activities date from the 1980s with the trade association formed in 1995. The Guild is an organization dedicated to supporting and promoting independent food and drink businesses, both retailers and makers, from across the world. John plays a pivotal role in overseeing the Guild’s various activities, the most well recognised of these being the globally respected accreditation schemes, Great Taste and World Cheese Awards. Known for his enthusiasm in supporting independent retailers and the artisanal producers who supply them, John frequently represents the Guild at industry events and in media interviews, advocating the importance of high-quality food and drink, not only for the way they taste, but also for the good they do our health, the local economy and our planet.
In addition to managing the Guild’s operations, John contributes significantly to its strategic direction and development. He plays a significant role in the Independent Retailers Confederation, a lobbying platform for trade associations and represents SMEs at a government level. His other roles include sitting on the Food and Drink Sector Council, the Agri-Food Chain Directorate within DEFRA. Through these positions, John waves the flag for independent retail, worthy food and drink producers, and the preservation of the high street as a crucial part of our local economy. Getting to know John a bit better was very high on my wish list and I had a fascinating chat with him.
What does your Monday morning routine look like?
I’m a firm believer in staying grounded in nature, not least because it feeds directly into the food and drink industry that is such a big part of my life, but also because of the mental and physical health benefits that come with it. I normally take my dogs for a walk, it’s great thinking time, and gives me time to focus out there amongst the birdsong. I mix my own muesli, and after a bracing walk, I’ll have that with some fruit and Greek Yoghurt from The Dorset Dairy Co, bought from our village shop.
What’s a hidden talent or skill that most people don’t know you possess?
This will make my family laugh… I am in fact or was… a qualified lifeguard. It was long ago, but I do tend to bang on about it every time we go anywhere near a swimming pool or the sea. The repetitive gag is that I insist on making a statement that I legally must inform them I am qualified for the sake of health & safety. These days, it’s probably fair to say that’s a past tense skill. I guess if you want a proper answer, my ability to turn a tricky situation into a decent one by injecting a little bit of humour can be seen as a bit of a talent.
What’s your go-to karaoke song?
A well-kept secret about me is that I can rap! There’s a song from Grandmaster Melle Mel & the Furious Five called Step Off which I learned word for word as a 15-year-old boy, that is, without fail, my karaoke song. I can still perform the whole thing verbatim.
What is your most memorable foody childhood memory?
The Guild of Fine Food is a family business, it was started by my father in the 1980s, so I had the great fortune to grow up in a house that was always full of quirky ingredients. New, interesting and innovative products from around the world were an inherent part of my dad’s life and therefore, mine. We would regularly get to try things that could be viewed as maverick, new-to-the-UK or just plain different. Sometimes those were basic, genuine products from Italy, Spain or France, but in those days, they were unheard of over here.
I remember tasting a real-deal Italian Panettone for the first time and it being a total revelation. It’s just not the same these days, the mass imported versions are created to such scale that the product has changed. Unless of course you know where you’re shopping – that true Italian treat still lives on.
Name one thing on your bucket list that you still need to do.
I feel very under-travelled. I would like to travel more, but I would like to do it through the means of food and drink. We work in a wonderful industry, steeped in tradition and culture from all over the globe, and even though I do my best to celebrate that, I haven’t seen as much as I would like, in-situ. As someone who particularly loves tea, it annoys me that I have never been to a tea garden, so if I had to pick one for the bucket list, that would be it. I would love to visit a traditional tea garden in either Sri Lanka or India.
What job is the favourite you’ve ever had and what made it so special?
This one is a bit tricky, because I’ve only had two ‘proper’ jobs in my life. I’ve worked at the Guild for over 20 years, so I suppose I’d have to say that it’s my favourite. Perhaps I can tell you instead where I was happiest. That was on a tractor, during the summer, harvesting up in Suffolk. Most summers when I was in my late teens and early 20s, I was on a farm picking lettuces and strawberries as well as harvesting conventional grain… I loved it. Again, it’s that connection with nature, being out there and embracing the elements and spotting things that you don’t normally see from the road, or even worse, your office desk. I really enjoyed that.
I also have a great memory of working at my first World Cheese Awards when I was about 14. I was helping to stage the cheese for the judges and the sheer scale of it blew me away.
What’s the best piece of advice you ever received?
I’m not sure when I first received it, or where I got it from, but it’s the best piece of advice that I pass on: “Be true to your values.” I see too many people in this industry, and others who seem to be playing a game. Too often businesses demonstrate style over substance. We can all acknowledge that companies need to make money, but I firmly believe that you can do that and still remain true to your values. Never sell your soul, no matter how high the bid is.
What hobbies or interests do you have that would surprise us?
My hobbies are mostly connected with the land. Some may see it as slightly controversial, but I enjoy fishing. We always catch to eat and only take what we need or what is allowed. I am also addicted to sport, tennis is my game, but I also used to play five-a-side football. When it comes to watching sport, I absolutely love cricket, and I’m a loyal follower of Bath Rugby and Liverpool.
What’s the most adventurous thing you’ve ever done?
When I was 17, a mate of mine and I decided we’d pursue true love all the way over to Guernsey because we’d recently met two girls from there on a geography field trip. We packed a tent and left, without booking anything in advance, which felt pretty adventurous at the time. We ended up pitching the tent somewhere we weren’t supposed to and went to find them. Unfortunately, the girl my friend was there to see was rather keener to see him than my date was to see me, so it wasn’t exactly the holiday I had envisaged.
If you could meet any person, living or dead, for a conversation, who would it be?
That one’s easy, PG Wodehouse. As a teenager I just loved reading his books, I love his humour. Along a similar vein, I’d love to meet Rik Mayall or his sidekick Adrian Edmondson. I love their humour too, and the way they changed the comedy landscape in this country. They took the very straight-laced, pretty average Saturday night spiel, and injected it with something completely maverick and on the edge of decency.
What is your favourite food/drink product on the market right now and why?
Mmm, that’s not so easy. I want to give you something to celebrate from the South West, but equally we’ve not long ago had our Golden Forks celebration, and I’ve seen so many interesting products from all over the world that I can share. A particular passion of mine is cheese, and my fave changes from season to season. Right now, today, my favourite is the Cranborne Blue from The Book and Bucket Cheese Company. They achieved 3 stars in last year’s Great Taste.
Other steadfast favourites include Anchovies from Anchoas Hazas. I love simple and wonderful things, and a very good single ingredient can stun you. Proper anchovies are a seriously underrated thing. And one more, soy sauce from DoYouBo is an absolute delight.
Where is your favourite holiday destination?
I recently had a very happy holiday with my immediate family in Comporta near Lisbon, in Portugal. That’s probably my favourite choice at the moment. Great beaches, great food, great drink. Really relaxed atmosphere. It’s on the west coast of Portugal and although nowhere is really undiscovered anymore, it is relatively undiscovered in some ways and couldn’t be more different from the more popular Algarve. I like the simplicity of Portugal.
What would you do if you weren’t in the food, drink & hospitality industry?
Well, let’s be honest, professional cricketer has never really been on the cards, so without question, I would love to be a farmer. It’s something I have always hankered after.
What inspires you?
Kindness in people. People who have a genuine empathy for and care about others. Also, people who are balanced, intelligent and fair and those who are genuinely broadminded and accepting of other points of view.
What is the weirdest thing you’ve ever eaten?
in 2019, I was on a recce to the Ukraine for the World Cheese Awards. We never took the event there in the end, because the conflict started the year we were supposed to go. However, on that recce trip we spied bull’s testicles on the menu. Whilst a little challenging for us, it’s considered a perfectly everyday dish over there. Texturally they were a bit like sweet meats, a little odd, not something I would necessarily go for again. What I did like about it though, is that rather admirable thing of eating nose to tail. To eat absolutely everything is perhaps a little extremist, but there’s definitely virtue in the concept, heading towards nothing from an animal going to waste.
I have also eaten sheep brains in France, and we regularly have an Australian entry in World Cheese that is a goats’ cheese, wrapped in edible ants. Looks and tastes divine.
You can contact John Farrand by connecting with him on LinkedIn.
