Children step into the role of egg farmers of the future
The Happy Egg Co., the UK’s leading egg brand owned by Noble Foods, has partnered with public broadcaster Channel 4 to launch Tiny Farmers, a short‑form programme aimed at improving public understanding of British free‑range egg production and on‑farm hen welfare.
At the heart of Tiny Farmers are 4 children who compete in a series of hands‑on challenges, from caring for hens to demonstrating cooking skills. By focusing on practical activity, the series aims to present farming processes in an understandable way without oversimplifying welfare considerations.
Industry expertise on screen
Produced by Interstellar TV, Tiny Farmers includes contributions from Noble Foods’ agricultural specialists, who provide insight into flock management, free‑range systems and the journey from farm to consumer.
The programme is presented by Harriet Cowan (Clarkson’s Farm) and comedian Jessica Knappett (best-known from The Inbetweeners Movie and Taskmaster), with a format designed to balance accessibility with factual explanation of farming practices.
Focus on hen welfare and taste
Kate Charman, senior brand manager at Noble Foods, said the partnership provides a platform to communicate the values behind the brand. “This partnership with Channel 4 is a fantastic opportunity to showcase the care and expertise behind every Happy Egg. Hen welfare and great taste are at the heart of what we do, and Tiny Farmers brings that story to life in an engaging way for families.”
Broader reach
Tiny Farmers launched on Channel 4’s YouTube platform on 19 January, with supporting short‑form content distributed across social media channels. The episode will be made available on streaming platforms from February, supported by Channel 4 advertising.
For the poultry sector, the initiative reflects an increasing emphasis on public education, transparency and engagement at a time of heightened interest in animal welfare and transparency around production origins.
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