Bill Legge, the award-winning farmer who was the face of of Sainsbury's Taste the Difference crisps and who appeared multiple supermarket campaigns has died at the age of 77. Alongside his work with Sainsbury's he was also the face of the Morrisons' Cafe TV campaigns.

The popular star passed away at Addenbrookes Hospital on April 3, and his funeral took place on Thursday, April 17, where donations were raised for the East Anglian Air Ambulance and his church. His family has shared an emotional tribute confirming the news: “He will be missed for his sense of humour, his kindness, his love of his family and the Fens, his level headedness and his ability to work with others. We would like to thank his many friends and everyone on the farm for their support, loyalty and kindness over his lifetime, especially in the last few weeks.” Born and bred in the village of Southery, Norfolk, Bill helmed Further Fen Farm for more than 25 years.

He was inspired to get into farming by his father Les, who was an innovator in the profession buying of the first self-propelled drills which allowed him to attend thousands of acres of beans, chicory, sugar beet, onions and carrots.

Further Fen was the final of three different farms he managed, having worked the lands since he was a teenager.

He initially took over his father's farm, and later the tenancy of Wannage Farm and won multiple awards for his work.

He and his family Further Fen in 1999, the same year he became chairman of Downham Market Training Group.

Bill championed environmentally friendly farming methods after developing an interest in environmentally friendly farming in his 50s, creating a reservoir and two wetland areas on his lands.

He also laid miles of hedges proving doubters wrong that his commercial farm could encourage wildlife and improve the environment

In 2021 he took a step back from farming to become his wife Judith's full-time carer after she suffered an accident with a forklift truck.

He and Judith also welcomed three children Karen, Peter and Hannah.

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In 2012 he won Farm Conservation Norfolk's annual Ian MacNicol Award.