As Farm Safety Week draws to a close, we turn out attention to those whose quiet dedication has made a profound impact on agricultural communities across the UK, Ireland and beyond. In keeping with tradition, the final day is reserved for celebrating five individuals, each representing one of our partner countries, whose work in farm safety and mental wellbeing has helped shape a safer, more compassionate future for farmers.
You may not know their names. They do not seek recognition. Yet their efforts – often behind the scenes – have touched lives, improved practices, and, in some cases, saved lives. These are the unsung champions of the field: advocates, educators, and innovators whose commitment to safety and wellbeing deserves our deepest respect.
FARM SAFETY HERO ENGLAND – IAN JONES
A Legacy of Quiet Determination
Ian Jones – centre
The farm safety hero for England this year is a particularly poignant choice. Ian Jones, of AGCO, who passed away late last year, is remembered not only for his professional achievements but for the deep personal impact he had on those around him.
As Aftersales Retail Campaign Manager for AGCO, Ian was a tireless advocate for farm safety. His colleagues recall a man of quiet conviction, whose belief that small actions could really make a difference was more than a motto, it was a mission. His work placed farm safety firmly on the agenda at AGCO across Europe and he had only just begun to extend that influence globally.
Inspired by the educational ethos of the Farm Safety Foundation, Ian saw knowledge as the cornerstone of change. “Ian was passionate about farmer safety and creative about his approach” one colleague explained. That creativity proved essential in communicating difficult messages – ones that are often met with resistance in an industry steeped in tradition.
His vision was clear: to make AGCO and its dealer network a trusted source of advice and practical solutions. But his ambition did not stop at physical safety. Ian was also courageous in addressing the often-overlooked issue of mental health in agriculture, particularly in parts of Europe where such conversations remain culturally sensitive.
With characteristic patience and respect, he worked to understand local attitudes, gently challenging stigma and building support. He is fondly remembered as someone who was “leading the way on the importance of mental health and talking to others.”
Ian’s wife Raynor, son Owen & AGCO colleague Judy receive the award
Within AGCO, Ian’s influence was transformative. He championed safety and wellbeing at every opportunity. Not a meeting would go by without Ian adding, ‘And from a safety point of view we should say…’ according to another colleague. It is a refrain that has endured.
His team reflects on his legacy with admiration: “Ian will be missed, but his work and dedication to protecting [others] will continue with the foundation he set.” That foundation now underpins AGCO’s ambitious goal of establishing a global Farmer Health, Safety and Wellbeing programme by 2028 – an initiative that places mental health at its core.
Ian Jones is missed by all who knew him. But his legacy of compassion, courage, and unwavering commitment will remain.
FARM SAFETY HERO NORTHERN IRELAND – William Sayers
Turning Tragedy into Purpose
Northern Ireland’s Farm Safety Hero 2025, William Sayers
Among the voices shaping the future of farm safety in Northern Ireland, few resonate as powerfully or as personally as that of William Sayers. At just 12 years old, William’s life was irrevocably changed by a devastating accident on his family’s farm in County Tyrone. While helping with slurry spreading, his coat became caught in an unguarded power take-off (PTO) shaft. He survived but lost his arm in the process.
What followed was not retreat but resolve. In the decades since, William has transformed his experience into a mission: to ensure that others do not suffer the same fate. His story, shared with farmer groups, young people, church communities and beyond, is not one of self-pity, but of purpose. It is a call to vigilance, to safeguarding and to a culture of care in the industry.
“Victims of farm accidents must be part of the conversation,” he told delegates at our 2nd Annual Farm Safety & Wellbeing Conference in Belfast – an appearance that left a lasting impression. His presence was a reminder that behind every statistic is a life, a family and a future forever altered.
For over 31 years, William has worked with D&M Farm Services in Eglinton, selling Massey Ferguson tractors and machinery across Northern Ireland and beyond. But it is his advocacy – quiet, consistent and deeply human – that has made him one of the good guys. A man whose legacy is not only in the machines he sells, but in the lives he helps protect.
FARM SAFETY HERO REPUBLIC OF IRELAND – Teresa Roche
A Heart for the Land and a Mission to Care for Ireland’s Farmers
Ireland’s Farm Safety Hero 2025, Teresa Roche
In a world where quiet determination often goes unnoticed, Teresa Roche stands out. Not for seeking the spotlight, but for the light she brings to others. Gentle, engaging and full of energy, Teresa has become one of the most respected voices in Irish agriculture, not only for her deep-rooted understanding of farming life, but for her unwavering commitment to the physical and mental wellbeing of those who work the land.
Born and raised on a dairy farm in County Galway, Teresa’s connection to rural life is both personal and profound. Her career has spanned continents and disciplines, from critical care nursing to dermatology, from remote clinics in Australia to the family farm she helped transform into a thriving agritourism enterprise. But it is her recent work that has placed her at the forefront of a vital national conversation.
In 2024, as Chair of the Irish Farmers’ Association Farm Family & Social Affairs Committee, Teresa launched the IFA Farmer Health & Wellbeing Checks Initiative. An ambitious, government-backed programme to bring essential health services directly to livestock marts and agricultural events across Ireland. With screenings, mental health questionnaires and tailored advice, the initiative bridged critical gaps in healthcare access and exceeded expectations in both reach and impact.
Her warmth and empathy have made her a trusted presence in farming communities where she continues to champion the importance of proactive health and wellbeing. “She really cares,” one colleague said simply and it shows.
Today, Teresa also chairs the Health and Safety Authority’s Vulnerable Persons & Health Working Group, sits on the AGRI Next Advisory Board, and represents Ireland on the Copa Cogeca Women’s Committee. But it is her ability to connect with farmers, families, and communities that makes her work so enduring.
In every sense, Teresa Roche is a carer – of people, of land and of the future of Irish farming.
FARM SAFETY HERO SCOTLAND – Callum Lindsay
A Voice from the Hills and a Candid Call for Farm Safety
Scotland’s Farm Safety Hero 2025, Callum Lindsay
From the rugged beauty of the Isle of Arran comes one of the most compelling new voices in farm safety. Callum Lindsay, a hill farmer with a ready smile and a quiet determination, has captured hearts and minds since joining the conversation earlier this year. His story, raw, real and deeply human, has become a powerful reminder of the risks farmers face and the resilience they show in the face of adversity.
In October 2023, Callum was seriously injured in a quad bike accident while moving sheep during severe flooding. Riding without a helmet, he struck a hidden stone and was thrown from the vehicle, suffering major head trauma, neck and back injuries and losing consciousness. Alone, with no mobile signal, he somehow found the strength to ride to higher ground and call for help. He was airlifted to hospital and spent six months in recovery, much of it in a neck brace, managing the effects of brain bruising and fatigue.
But even in the midst of pain, Callum’s thoughts were not for himself. Like so many in farming, his first concern was for his family, his livestock, and the work left undone. His wife, Zara, held the farm and their young family together during those long months – a quiet hero in her own right.
Now fully recovered, Callum has become a passionate advocate for quad bike safety, lending his voice to the #UseYourHead campaign in Scotland, run by RSABI and ourselves the Farm Safety Foundation. His message is simple but urgent: wear a helmet. His story is currently being followed by a BBC This Farming Life film crew, bringing his journey and his message to a wider audience.
Since our first conversation in January, Callum has brought warmth, energy and authenticity to everything he’s done with us. He is, quite simply, wan o’ the good yins!
FARM SAFETY HERO WALES – Bob the Dog
A Tail-Wagging Hero
Wales’ Farm Safety Hero 2025, Bob the Dog
In a year of remarkable farm safety champions, Wales offers a hero with a difference… four legs, a wagging tail and a nose for danger.
Bob the Dog, a spirited Welsh Sheepdog, may be a cartoon character, but his impact on farm safety education for children in Wales is very real.
As the official mascot of the Wales Farm Safety Partnership, Bob has become the face of a creative and heartfelt campaign led by Farming Connect to teach young children about the dangers on farms. Through two bilingual children’s books – ‘Nice One, Bob’ and ‘Nice One Again, Bob’ our four legged friend guides young readers through colourful, engaging stories that highlight the importance of staying safe around machinery, livestock, and chemicals.
But Bob’s adventures don’t stop on the page. With the help of the ever-popular Welsh Whisperer, the campaign has reached over 20 schools across Wales, bringing farm safety to life through music, storytelling, and interactive learning. The catchy tune Diolch Byth am Bob has become a classroom favourite and animated versions of the books are now available on YouTube, ensuring Bob’s message reaches even more young minds.
By combining charm, humour and practical advice, Bob the Dog has become an unlikely but beloved ambassador for safety on Welsh farms. In a world where serious messages can be hard to deliver, Bob proves that sometimes, the best way to teach is with a wag and a smile.
