THIS IS the face of farming.

Robert Clapp, who farms in Somerset, has been judged winner of the National Farmer's Union 'tasty farmer contest'. The 25-year-old dairy farmer will take play an active role in promoting the British Farm Standard little red tractor logo.

He won out over 17 other contenders based on looks, intelligence, articulation and communication skills. In a joint statement, the judges said Robert "matched the values of the British Farm Standard - caring, fresh, wholesome and green.

Lorraine Butler, editor of Cosmopolitan, who was one of the panel of judges, said: "I was surprised at what a talented bunch the finalists were. It was extremely difficult to pick one overall winner.

"Seeing these farmers has changed my perception of agriculture. I'm sure these 'new faces of farming' will give the industry a new image and help to woo shoppers into buying British food."

Robert farms 350 Holstein cattle on the family's 400-acre farm in Glastonbury, near Somerset, which also produces Westcountry farmhouse cheddar.

"Farming is having a tough time at the moment and anything that we can do to promote it has to be a worthwhile endeavour," said Robert. "It's great to be part of the fresh face of British farming."