James Martin, the beloved British chef and television personality, opened his latest episode of James Martin’s Saturday Morning on March 28, 2026, with both a culinary delight and a heartfelt message for his viewers. As the clock struck 9:30 AM on ITV1 and ITVX, Martin welcomed a star-studded roster of guests—First Dates’ Merlin Griffiths, double Olympic gold medallist James Cracknell, and chefs Meliz Berg and John Hooker—into his purpose-built Hampshire kitchen. But before the aroma of his signature Lamb Shank Tagine could fill the studio, Martin paused the festivities to deliver a passionate appeal that resonated far beyond the confines of his kitchen.
Martin’s dish of the day was deeply personal—a Lamb Shank Tagine slow-cooked overnight for 12 hours, combining tender lamb with saffron, ras el hanout, apricots, preserved lemon, and a bouquet of fresh herbs. “This is a simple little dish,” Martin explained, “one I used to make when I first moved to London.” Yet, as he prepared to serve what he called a “pot of pleasure,” Martin’s attention shifted from the food to the farmers who make such meals possible.
“Before I serve this, I just want to reiterate... I’m not going to upset the people of New Zealand... but please, please as a nation can we just buy stuff from this country,” Martin implored, his tone earnest and unwavering. According to The Mirror and Express, Martin’s plea was not just about patriotism, but about supporting local agriculture during its prime season, especially British lamb. “We’ve got amazing produce in this country. Buy British, because this stuff is just the best in the world. It’s the prime season right now, and let’s face it, the farmers need all the help they can get.”
Martin’s appeal was more than a passing comment; it was a call to action rooted in his own upbringing and deep respect for the land. Growing up on a 100-acre farm on the Castle Howard estate in Yorkshire, Martin learned early the value of hard work and the importance of respecting those who produce our food. “It’s an amazing lesson in life to learn at that age: to respect the people who produce food, that it’s not just a given – people have to grow it, make it, produce it – and it also gives you a respect doing that as a career,” he reflected in an interview with Food and Travel, as reported by Yorkshire Live.
Martin’s childhood was marked by hands-on farm chores—mending fences, fixing tractors, and helping his family adapt after his father, originally from a catering background, took on the challenges of farming. Introducing chickens and pigs to their smallholding, the Martins persevered, and young James developed a deep appreciation for the land and its bounty. “I didn’t enjoy school, I hated it, but I loved home life. I was always outdoorsy,” he recalled.
Back in the studio, Martin’s message gained urgency as he described the realities facing British farmers today. He painted a vivid picture of the Lake District, where dry stone walls crisscross the rolling hills—a testament to the labor and dedication of local farmers. “One of the magical things if you ever go to the Lake District – you see all the dry stone walls, everything else – that takes an awful lot of work for these farmers to make the dry stone walls to protect the sheep and everything else,” Martin said. “And when you think about what they get for the end product, it’s such little money for the amount of work that they put into it, so the very least we can do is buy it from this country.”
His words struck a chord, highlighting a stark economic reality: despite their tireless efforts, many British farmers receive only modest compensation for their produce. Martin’s plea was clear—by choosing local lamb, especially during its peak season, consumers can make a tangible difference. He called British lamb “one of the true, true delights and one of the most amazing produce we have in this country,” urging, “when it’s in season like this, just buy it.”
As he plated the Lamb Shank Tagine, Martin suggested ways to elevate the dish even further—adding almonds and pistachio nuts for a delightful crunch. But the real enhancement, he implied, was the knowledge that every bite supported local producers and helped sustain a cherished way of life.
Martin’s connection to Yorkshire, where his culinary journey began, remains a defining feature of his identity. Although he now resides in Hampshire—where his seven-bedroom home boasts an outdoor kitchen with a wood-fired pizza oven, a greenhouse, and 1.5 acres of land—his heart is never far from “God’s County.” He records James Martin’s Saturday Morning from his custom-built kitchen, occasionally filming segments in a converted garage, and balances his time between Hampshire, the Cotswolds, Manchester, and his restaurant at Chewton Glen Hotel and Spa in New Milton.
Despite the logistical challenges of his busy schedule, Martin insists he’s found a routine that works. “I know where I’m going on which day, every week, and the travelling isn’t too bad,” he shared. Still, he jokes that he would be “lynched” if he didn’t eventually return to Yorkshire, a place he describes as “magical” and “diverse,” with its friendly, honest residents and breathtaking landscapes—from the coastline to the Moors and woodlands.
Martin’s affinity for Yorkshire produce has shaped his cooking philosophy, and he often extols the virtues of local food on his show. He’s quick to contrast the warmth of Yorkshire folk with the reserve of Londoners, quipping, “In London, people think you’re going to mug them if you try to have a conversation, but in Yorkshire, people are very honest and much friendlier.”
As the episode drew to a close, Martin’s message lingered: supporting local farmers isn’t just about food—it’s about community, heritage, and the future of British agriculture. “The very least we can do is buy it from this country,” he reminded viewers, echoing a sentiment that resonates with anyone who values the story behind their supper.
With every episode of James Martin’s Saturday Morning—airing Saturdays at 9:30 AM on ITV1 and ITVX—Martin continues to blend culinary inspiration with a sense of social responsibility. His latest appeal serves as a reminder that the choices made at the supermarket can have far-reaching impacts, sustaining the farmers who keep Britain’s tables full and its countryside thriving.