Sir Peter Kendall is a fifth-generation arable farmer from Eyeworth in East Bedfordshire. He took a degree in Agricultural Economics at Nottingham University before returning to a traditional mixed farm in 1984. The farm today is a specialist arable unit that undertakes contract farming for a number of local farmers, cropping in total 1400 hectares.

In 2016, they started a broiler unit, heavily based on renewable energy. President of the NFU for 8 years, Peter's overriding passion has been to change the image of farming from an old-fashioned industry to one that is innovative, exciting and central to facing the global challenges depicted in the UK Government’s Foresight Report on the Future of Food and Farming. Peter was appointed Chair of AHDB between 2014 and 2020.