Farmers Weekly Awards 2025: Arable Adviser of the Year

John Sarup is the Farmers Weekly 2025 Arable Adviser of the Year.

John is one of the UK’s foremost independent potato agronomists, combining more than 40 years of hands-on experience with an unwavering commitment to grower success.

His career has been defined by a practical, grower-focused approach and a passion for precision agronomy that helps potato growers consistently get the best from their crops.

See also: FW Awards: Meet the 2025 Arable Adviser of the year finalists

Based near Driffield in the East Riding of Yorkshire, John launched Spud Agronomy & Consultancy in 2012.

Recognising growing demand, he brought in fellow potato specialist Rob Blades two years later.

Together, they now advise on more than 5,000ha of potatoes, mainly across northern England.

Innovative agronomy

John’s approach is grounded in combining tried-and-tested methods with innovative thinking.

Digital tools such as Telus Farm Management feature prominently in his service, syncing closely with processors’ systems to manage nutrition plans, spray records and field data efficiently.

John encourages his clients to trial innovative foliar feeds and in-furrow treatments as part of a tailored agronomy approach.

Working with potato merchant Mercian, he is also looking at potato trials into reducing carbon footprint and carbon dioxide emissions.

John’s early career with SAC Consulting, B&C Farming near Norwich, and Velcourt in East Suffolk laid the foundations for his practical, grounded approach to agronomy.

His ability to tailor solutions to different soil types and potato varieties has earned him a strong reputation for delivering consistent, measurable results.

One of his most successful collaborations is with Cheshire grower Edward Shaw of E&SR Shaw.

When John first visited Red Beech Farm in Tarporley in 2003, it operated 170 dairy cows alongside 40ha of potatoes.

Today, the business focuses solely on potatoes, growing 365ha, including 60ha of Accord for chip shops across the North West, with the rest grown for major processors Mercian and McCain.

“John’s more than a consultant – he’s part of the family,” says Edward.

“His meticulous attention to detail around fertiliser planning, planting dates, and cultivation techniques is essential to our success.”

Industry leadership

Beyond his consultancy, John founded the Association of Independent Potato Consultants (AIPC) in 2012, a group of 18 like-minded agronomists who all deliver independent, specialist advice on potatoes.

As the sector faces tighter margins, greater regulatory pressure and climate challenges, John’s expert guidance remains a lifeline for growers striving to adapt and thrive.

Now 64, John shows no inclination to retire but is mindful of succession.

“Luckily, my youngest son Joel works in the potato industry,” he says. “After 40 years, I still get a buzz in the field – it’s who I am.”

What the judges say

“John combines deep technical knowledge with hands-on experience and a passion for potatoes. Trusted like family by clients, he challenges convention when needed and consistently delivers exceptional results.”