What significant contribution has the nominee made to their rural community?
John Scott has made an outstanding contribution to rural communities through his leadership as a founding trustee of Farmstrong Scotland. Having witnessed the positive impact of Farmstrong in New Zealand, he recognised the opportunity to bring a similar approach to Scotland and has worked tirelessly to turn that vision into a thriving charity. Alongside running his own farming hospitality and agritourism business in Easter Ross, John has volunteered countless hours to establish and grow Farmstrong Scotland. He has played a leading role in securing funding, building partnerships across agriculture, navigating the challenges of introducing a new wellbeing charity and earning the trust of the farming and crofting community. John has always led by example. By sharing his own experiences and speaking openly about wellbeing, he has encouraged others to do the same, helping to reduce stigma around mental health across rural Scotland. Farmstrong's work in reducing stigma has been recognised by See Me Scotland, reflecting the positive cultural change the charity is helping to create. Under John's leadership, Farmstrong has developed a practical, peer-to-peer approach that supports farmers and crofters to look after their physical, mental and social wellbeing. Through storytelling, shared experiences and practical tools, he has helped create a supportive community where people feel more connected, valued and confident to ask for help when they need it. His commitment continues to inspire positive change, ensuring the people who sustain Scotland's countryside are themselves supported to thrive.
What has been the impact on their rural community?
John Scott and the charity he has helped build have had a measurable impact on Scotland's farming and crofting community by improving wellbeing, strengthening social connections and encouraging more open conversations. Farmstrong Scotland's latest Impact Report shows that more than 4,100 farmers and crofters have engaged directly through events and activities, while the charity's online resources have attracted over 102,000 website visits. The Blether Together podcast has also become an increasingly influential way of sharing practical advice and real-life experiences with audiences across rural Scotland - having reached over 13,000 downloads in June 2026. Participants consistently report feeling more confident managing stress, more likely to prioritise their physical, mental and social wellbeing and more comfortable discussing wellbeing with family, friends and colleagues. The programme's practical tools, peer support and community-led approach have helped people feel more in control and better equipped to cope with the pressures of agricultural life. Farmstrong has also played an influential role in reducing stigma around mental health, reaching people who may never have engaged with traditional support services. Through shared stories and trusted voices from within the industry, it has helped normalise conversations about wellbeing. The result is a lasting cultural shift where looking after yourself is increasingly recognised as part of running a successful farming business and building resilient rural communities.
How have they involved their rural community?
John has involved the farming and crofting community by ensuring Farmstrong is shaped with the sector rather than simply delivered to it. From the outset, he has encouraged farmers, crofters and rural businesses to share their own experiences, allowing the programme to grow through genuine community involvement. Through the Blether Together podcast, live events and regular media coverage, John has helped create a platform where people tell their own stories in their own words. These authentic conversations have encouraged others to speak openly about wellbeing while celebrating the people behind Scottish agriculture. Recognising that wellbeing is about much more than talking, John has championed activities that bring people together away from the day-to-day pressures of farming. Walk and talks, fitness sessions, agricultural shows and community events have created opportunities to reconnect, build friendships and strengthen social connections alongside physical and mental wellbeing. He has also supported campaigns reflecting real experiences within agriculture, including Farmstrong's menopause campaign, ensuring conversations include a wider range of voices from farming, crofting and rural businesses. By combining podcasts, events, storytelling, media coverage and practical activities, John has built a trusted movement that belongs to the farming and crofting community itself. His approach has ensured Farmstrong is not simply a wellbeing programme but a community-led initiative that continues to grow because farmers and crofters see themselves reflected within it.