Matthew Lloyd is a commercial photographer specialising in cinematic, people-led storytelling for agricultural, rural and food production brands across California, Texas, the Midwest, Florida and the wider United States.

With a background in international photojournalism, his approach is rooted in observation and authenticity. Rather than staging artificial “country lifestyle” scenes, he focuses on real environments, real people and the textures that define rural work. Soil, machinery, hands, harvest, weather and light.

This makes his work particularly well suited to agriculture, where credibility and honesty are essential.

Farming & Primary Production

From California vineyards and Central Valley growers to Texas ranches and Midwest grain operations, agricultural brands need imagery that reflects both scale and integrity.

Agriculture is physical and seasonal. It is shaped by land, labour and natural cycles. Photographing it well requires patience, awareness of changing light, and the ability to work quickly in unpredictable environments.

From large-scale farming businesses to family-run producers, Matthew works hands-on in the field, documenting process without disrupting it. Wide environmental compositions show landscape and infrastructure. Closer frames focus on gesture and detail. The result is imagery that feels grounded and real, while still meeting commercial advertising standards.

Food & Beverage Origins

For food and beverage brands with agricultural roots, origin storytelling is often central to identity. Whether documenting agave harvests in Jalisco, vineyards in Napa Valley, citrus groves in Florida, grain farms in the Midwest or ranch operations in Texas, the emphasis remains on the connection between land and product.

Rather than over-stylising rural life, the focus is on controlled natural light, layered composition and authentic interaction. This approach allows agricultural heritage to feel premium without losing honesty.

Equipment, Agri-Tech & Innovation

Modern agriculture blends tradition with innovation. From irrigation systems in California to large-scale equipment operations in the Midwest and agri-tech developments in Texas, machinery and technology require clarity and precision in imagery.

Matthew combines documentary instincts with controlled lighting to ensure equipment reads clearly while remaining part of a living landscape. Teams working in real conditions. Technology integrated into environment. Clean compositions without sacrificing atmosphere.

A Documentary Eye, Delivered Commercially

Agricultural marketing often falls into two extremes: generic stock-style farming imagery or overly romanticised heritage narratives.

Matthew’s European editorial background brings nuance and restraint. A focus on texture rather than spectacle. Natural colour rather than heavy grading. Real movement rather than staged smiles.

This results in agricultural photography that feels serious, premium and commercially usable across advertising campaigns, digital platforms and print.

Holding O-1 visa status in the United States, he works across California, Texas, Florida, the Midwest and the wider US, as well as Europe. He collaborates with agencies and in-house teams to scale production appropriately, from small documentary-style crews to larger commercial builds.

Available for agricultural, agri-tech and rural brand storytelling photography internationally.