Jeremy Clarkson’s farm show has been blasted over a promo photo that shows farm manager Kaleb Cooper riding on the weight box at the front of a tractor.
Clarkson’s Farm is returning for a second series and a set of teaser shots have been unveiled ahead of its release.
One shows The Grand Tour star Clarkson driving a tractor while Cooper balances on the box at the front – and farm safety groups are not impressed.
Elizabeth Creed, who is the farm safety consultant at the Institute of Occupational Safety and Health, told Farmers Weekly that it was “highly disappointing”.
“It is frustrating that the team at Clarkson’s Farm did not recognise that their platform has a huge potential for influencing and encouraging a positive safety culture in farming,” she said.
“We have suffered a number of fatal incidents this year.”
Creed highlighted a report published in December that showed that 12,000 workers had suffered an injury over the year.
She said it “requires us all to commit to making a change to our industry”.
Farm Safety Foundation manager Stephanie Berkeley said it was a “pity” that a photo “displaying such poor safety behaviour” was chosen to promote the series.
The first series followed petrolhead Clarkson as he tried to get to grips with running Diddly Squat Farm, with the help of 23-year-old farm manager Cooper.
The programme was a big hit for Prime Video and in July last year it was announced that it would be back for a second run.
A production spokesperson for the show said: "Our first series showed Jeremy has great respect for the farming community.
"However, its remit is not a’ how to guide’ to farmers who already know far more than he does.”
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