ITV chef James Martin returned to our screens this weekend with a powerful and candid discussion about the harsh realities facing Britain's dairy farmers during the latest episode of James Martin's Saturday Morning.
The Brutal Truth About British Milk
While speaking with Cotswolds farmer Simon Weaver from Simon Weaver Cotswolds Organic Dairy in Upper Slaughter, Martin became emotional while discussing the milk market. The conversation occurred on Saturday, November 15, 2025, during the ITV programme.
James Martin made a frank admission, stating: "I want to go back to you and the milk business. I mean notoriously difficult anyway, farming. I hugely appreciate everything farmers do around this country, but the milk industry, I mean, it's brutal for you."
The chef revealed he personally knew dairy farmers who had been forced to pour milk down the drain due to poor market conditions and insufficient sales, emphasising the severity of the situation facing agricultural workers.
Farmer's Perspective: Improvement Amid Ongoing Challenges
Simon Weaver provided a more encouraging outlook, explaining that the most difficult period was "a little while ago" and noting that current conditions have improved. "It's actually quite good," he remarked about the present market situation.
The farmer elaborated on the industry's cyclical nature: "The market goes up and down and you can have a little bit too much milk in the market and there's no room for your milk. At the moment, it's quite good. Prices are quite good."
However, Weaver delivered a sobering revelation about the long-term impact, confirming that many dairy farmers have left the industry entirely due to the challenging conditions. He warned that with fewer producers remaining, milk could become less plentiful as more people are squeezed out of the sector.
Beyond the Farm: Other Show Highlights
The episode also featured former A Place in the Sun presenter Scarlette Douglas and her brother Stuart Douglas, who now co-present Channel 4's Can Sell, Must Sell. The siblings shared entertaining anecdotes about working together, including a renovation dispute that involved their mother.
Scarlette revealed how interviewing Ant and Dec early in her career provided crucial advice that led to her breakthrough role on A Place in the Sun. She also discussed her ambitions to break into the American television market, detailing her strategy of using UK audience statistics to convince US executives about the potential success of property shows.
The culinary segment showcased chefs Tommy Banks and Kenny Atkinson, who prepared exquisite dishes including poached and roasted quail with apple, hazelnuts and prune, and a succulent beef creation. James Martin demonstrated how to make a classic French Raspberry Mille-Feuille and a Spanish cake decorated with caramel-dipped cherries.
