Singer-turned-farmer JB Gill takes centre stage at The Game Fair this month as part of his mission to educate Brits on food provenance

Despite growing up in Brixton and performing in cities around the world as part of R&B boyband JLS, JB Gill is rooted in the countryside and is on a mission to extol the benefits of rural living and importance of food provenance. Nowadays, the Kent-based father-of-two is farming award-winning KellyBronze turkeys, fronting Barbour clothing campaigns and presenting BAFTA-nominated television shows about the outdoors and farming.

“Since I made the career change from pop star to farmer 10 years ago, I have been able to see first-hand the impact that a rural lifestyle has had on myself and my family,” says JB, adding: “I spent most of my childhood growing up in south London, unaware of the hidden beauty of the countryside. This new-found appreciation has given me a passion to educate children and adults alike about the processes involved in producing our food, many of whom have grown up just like me, in cities, totally unaware of that journey.”

JB added that if the pandemic taught us anything it is just how important the supply chain of our food is. “Not being able to buy everyday essentials like flour and eggs was eye-opening. Key workers such as farmers played a pivotal role and the pandemic brought their vital work to the fore.

Distilling these complex topics is imperative if we are going to enable people to make informed decisions when it comes to food choices.”

According to JB, “super inclusive” events such as The Game Fair, which is being held at Ragley Hall in Warwickshire from Friday 29 to Sunday 31 July, is the ideal platform to bring together town and country. “I have been attending The Game Fair for many, many years. It is an iconic British institution. This much-loved grassroots event provides a three-day hub for everyone to come together, share knowledge and learn. There is no other gathering so diverse or like it.”
JB says the family-friendly outdoor event is also the ideal place to bring his young children – his son Ace is aged almost eight years old and his daughter Chiara actually turns four on the Saturday of The Game Fair. “Now they are slightly older, there are so many attractions for them to have-a-go at – from falconry and ferrets to gundogs and game cookery.” In fact, JB is one of the main faces of The Game Fair this year, taking part in cookery demonstrations on all three days and appearing in The Carter Jonas Game Fair Theatre to speak about his farm and work as an ambassador for The Woodland Trust.
To mark this year’s event, the woodland conservation charity has partnered with The Game Fair to plant three 70-acre forests which will equate to around 135,000 trees. The forests will contribute to The Queen’s Green Canopy, a tree planting initiative set up to celebrate Her Majesty’s Platinum Jubilee. JB commented that he’ll be planting a tree at Ragley Hall in front of visitors: “This is a fantastic opportunity to get everyone involved in some tree planting and help them understand how they can contribute to this initiative. It isn’t just lordly landowners that can participate!”
Throughout the weekend, JB will also be working alongside acclaimed chef and game meat evangelist José Souto, giving venison cookery demos in front of a live audience. “Once upon a time I was singing and dancing on stage, nowadays I am more likely to be butchering a roe carcase!” José and JB were first introduced by a mutual friend many years ago and have remained close friends. “Cooking is a real passion of mine so we hit it off straight away,” reveals JB, adding that the pair have also been out deerstalking and fishing together. “Our hunt was fruitless sadly but it was still an incredible experience and helped me to understand why our wild deer population needs to be managed. I have, however, caught plenty of wild trout in the past. In fact, my son Ace caught his first fish on the River Test a few years ago.”
Despite growing up in London, rural living is in JB’s blood. “I lived in Antigua until I was four, where I would ride horses and donkeys all day long with my six cousins. I actually bought my 10-acre farm in Kent while I was still in JLS as I was never really a fan of living in central London and wanted somewhere to call home for the one day I got off every three months. Pop star life is pretty full-on so I needed somewhere peaceful.” Since then JB has farmed rare breed pigs and now turkeys, 200 of which are due to arrive in July.
“Some people ask if we have a farm manager, and are then surprised when I tell them that my wife Chloe and I do all the mucking out ourselves,” he reveals.
JB explains that he is in a unique position of bridging the countryside/town divide: “For some reason, there has always been a real disconnect between those living in rural and urban areas. They both feel misunderstood by the other side. For those curious about learning more and educating themselves, The Game Fair is a one-stop-shop providing a comprehensive overview of country pursuits and rural life across one 450-acre site. Every one of your senses will be heightened – there is so much to see and do!”