Long-serving Countryfile presenter Adam Henson has openly discussed the delicate balancing act he faces on the BBC's flagship rural show, acknowledging that the programme's approach can leave some loyal viewers feeling frustrated enough to switch off.
The 'Marmite' Presenter and a Shifting Focus
Speaking on the FarmED podcast in December 2025, Henson, who has fronted the show for 24 years, admitted he can be a divisive figure. The 60-year-old farmer, who runs Bemborough Farm in the Cotswolds, explained that Countryfile is now a broad countryside magazine, not a dedicated farming programme. This shift, he says, is at the heart of the tension.
"Farmers watching it get frustrated that we’re not robust enough," Henson stated, referencing discussions on agricultural technology, finances, and struggles. He clarified the BBC's primary objective: "They’re making a programme to get viewing figures." He pointed to the success of formats like The Great British Bake Off as indicative of what drives audience numbers.
'Dumbing Down' for a National Audience
The core of the issue, Henson revealed, is the need to simplify complex farming terminology for a general audience of over three-and-a-half million people. He gave a vivid example: where a farmer would understand "moving steers to the crush for a TB test," his TV producer would not.
"I have to explain it in a much more simplified, dumbed-down way," he said. This necessary elaboration, however, has a consequence. "The farmer who understands the first way I said it... turns over. That’s the frustration."
Reaching the City Flat vs. The Farm
Henson emphasised that his mission is to educate and engage viewers with no rural experience. "That farmer has forgotten there’s a kid in a flat in Birmingham who has never seen a sheep before, and those are the people I’m trying to reach," he explained.
He reiterated this point from a 2024 appearance on The Tweedl Pod, noting the diverse audience spans from gamekeepers to people living in flats in Hackney or Coventry. As a BBC presenter, he must remain unbiased and cannot campaign specifically for British farming, a stance he admits can attract "a bit of stick" from the agricultural community.
Adam Henson continues to present Countryfile, next appearing on BBC One on Sunday evening alongside Charlotte Smith, reporting from communities around Devon's Exe Estuary and a new nature reserve.
