A member of a choir that won the 2026 edition of Britain’s Got Talent has said spreading their message is “the most important thing”.
James Florey from the Hawkstone Farmers Choir, that was initially put together by TV presenter Jeremy Clarkson as part of an advertising campaign for his Cotswolds-based brewing firm, said their win “hasn’t really sunk in yet”.
The choir is made of farmers and people working across agriculture from all over the UK.
Florey, who comes from Oxfordshire, said the choir’s goal was to “potentially raise more money for charity going forward”.
In an Instagram post, the choir said that after its initial advert assignment, “something shifted”.
“Over the last year, this choir has become something far bigger than music.
“It’s become a community built on shared experience, resilience and understanding.”
Florey said that while winning had been “brilliant,” it was “never really about that”.
“It was about spreading that message, that’s the most important thing for all of us,” he added.
In February, the Farm Safety Foundation’s Mind Your Head project said the mental wellbeing of UK farmers was at a four-year low, following 47 suicides in 2024 alone – a 7% increase from 2022.
The choir, which is made of farmers and people working across agriculture from all over the UK, will receive a £250,000 cash prize and the opportunity to perform at the annual Royal Variety Performance [Hawkstone Farmers’ Choir]
The winning moment was celebrated by a crowd of cheering supporters at the Oxford Downs Cricket Club.
Chairman Paul Fowler said the choir raising awareness about mental health in farming had resonated with many people.
“I got to the ground about seven o’clock and I couldn’t even get into the clubhouse – someone had to pass me a pine through the window, it was that busy,” he said.
He described Florey as “an incredibly a good guy”, and that he was well-known as a coach at the club, a committee member and a player.
“People wanted to cheer him on and the rest of the choir,” Fowler added.
The choir will receive a £250,000 cash prize and the opportunity to perform at the annual Royal Variety Performance.
Florey said they would “love to go and and do more good things”.
“We’ve always said that with the money we’ve won from Britain’s Got Talent that we’d like to donate a proportion of that to mental health charities,” he added.
Ben Chick, a farmer based in Sixpenny Handley, Dorset, said performing in the semi-final “was the most exhilarating experience”.
Another choir member, Andy Fussell, from Rode near Frome in Somerset, said the farming community was “supposed to be strong”.
“We do work a lot of hours on our own… and a lot of time to think of some thoughts.
“Pressures with regards to money, family, work, weather.
“It’s no shame to talk, no embarrassment. Get it off your chest.”
Choir member Sally Ann-Spence, a farmer from just outside Swindon in Wiltshire, said: “I’m still pinching myself, it’s just incredible.
“It’s been life-changing already because we’ve made such an amazing choir family.
“We’ve all been affected by mental health in the industry. We’ve lost friends and family members. It’s a really big, emotional rollercoaster.”
In Saturday’s final, dog act Anastasiia and Salsa came third, while drone display team Celestial finished second.
Celestial’s director and head of production John Partridge, from Somerset, said they “didn’t think we’d get this far”.
“It’s amazing to represent Somerset in front of millions of people watching live.
“To be runner’s up to Hawkstone, I’ll take that any day of the week.”
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