Cammy Wilson recognised with award 

The award was presented to Cammy Wilson in recognition of his outstanding contribution to raising the profile of Scottish agriculture. 

Established in 2009, the Ambassador Award was set up to recognise those individuals who, through their own efforts, have played an influential role in communicating the work, challenges and the value of Scottish food and farming to a wider audience. 

Since launching The Sheep Game in 2019, Cammy has become one of the most relatable and influential voices in the industry, using humour, honesty and real-life experience to shine a spotlight on modern farming and rural life. 

His short, authentic online videos – filmed around shearing sheds, lambing fields and farmyards – have resonated far beyond the farming community, helping to connect the public with where their food comes from and the people who produce it. 

From police to sheep farming 

After 12 years as a Glasgow police officer, Cammy returned to farming in Ayrshire following the death of his father, starting with just four sheep. Today, Cammy and his partner Lizzy, alongside their children Jock, Angus and Bonnie, manage 1,500 breeding sheep.

What began as informal clips shared online has grown into a global following of almost 400,000 subscribers, with more than 180 million views worldwide. 

Through The Sheep Game and the regular Fed by Farmers podcast, Cammy shares the highs and lows of farming life – from the pressures and challenges to the pride and resilience that define the sector – educating audiences while entertaining them with interviews of well-known individuals in the agricultural industry.

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Unique ability  

Presenting the award, president Andrew Connon recognised Cammy’s unique ability to tell farming’s story in a way that is accessible, engaging and authentic, helping to build understanding and trust between farmers and the wider public. 

Andrew said: “The message from across Scottish agriculture is loud and clear – our farmers and crofters are stepping up to deliver food security, protect nature and drive innovation, but they need confidence, clarity and support to do it. 

“Telling that story with honesty and passion, like Cammy does, makes all the difference in helping people understand the realities of modern farming.” 

The Ambassador Award celebrates individuals who go above and beyond to champion Scottish agriculture, and NFU Scotland said Cammy’s impact demonstrates the power of storytelling in building stronger links between rural Scotland and the public. 

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