Welcome to WAAC
About us
​WAAC started with a simple idea -to raise awareness around mental health and create something positive that brings people together through agriculture.
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We wanted to give farmers an option two - an alternative to the old “farmer’s uniform.” Something that feels modern, proud, and wearable beyond the fields.
WAAC is about bringing farming out of the dark ages and reconnecting it with a younger, wider audience who value authenticity, hard work, and community.
British Made
Everything we create is designed and produced in Britain.
From the first stitch to the final finish — our goal is to support local manufacturing and keep craftsmanship close to the land we represent.
Purpose-Driven Design
We design with intention — blending practicality, comfort, and heritage.
Each piece we make is inspired by real farming life, built to last, and made to represent pride in British agriculture.
Sustainability & Responsibility
We work with materials and partners that share our commitment to sustainability.
From ethically sourced fabrics to waste reduction in production, WAAC is built on doing things the right way, not the easy way.
Community & Mental Health
WAAC exists to raise awareness for mental health across the farming community.
We’re here to start conversations, build connections, and show that agriculture has a voice worth hearing.
Meet The Team
Ben Brooke is a fourth-generation farmer from Cambridgeshire who grew up surrounded by the land that shaped him. Farming’s been part of his life from the start - early mornings, long harvests, and the lessons that only come from working the soil.
After building a career in design and digital recruitment, Ben returned to the family farm two years ago - bringing with him a modern perspective and a drive to make a difference. Balancing life between the fields and business, he saw an opportunity to build something bigger than himself: a brand that gives agriculture the pride and visibility it deserves.
That idea became WAAC - We Are AgriCulture - a movement rooted in community, mental health awareness, and respect for the people who feed the nation.
Latham Geer grew up in Essex and found his path into agriculture in his early twenties. What began as a growing interest soon became a lifelong commitment — from working on farms to building a business that keeps British agriculture moving.
Now Managing Director at LMG AgriPlant, Latham specialises in sales, hire, and contracting, supporting farmers and contractors across the country. His understanding of the industry, combined with his straight-talking, down-to-earth approach, has earned him huge respect within the farming community.
Latham shares the same mission that drives WAAC — to give back to an industry that shaped him, and to shine a light on the people behind it.
“Farming built who I am. WAAC is about standing up for the people who live it every day.”