Weetabix staff in Burton Latimer and Corby have shared some golden moments with Olympic hero Sir Mo Farah when he popped into the Northamptonshire factories.

Sir Mo has taken on a role as one of the cereal giant’s brand ambassadors in the Weetabix All-Stars campaign, that also features sporting legends Dame Jessica Ennis-Hill, Ade Adepitan, and Leah Williamson.

Despite getting slightly lost in Kettering on his way to the factory, Sir Mo – a double-double Olympic champion – took part in a Q&A, over breakfast, with staff members at the on site sports and social club.

Sir Mo divulged his favourite way to eat Weetabix, as well as inspiring the team at the factory about his passion for sport, his upbringing as a trafficked child, his road to success and his life as a retired athlete.

Sir Mo Farah at Weetabix in Burton Latimer meeting members of staff at a Q&A/National World

placeholder image — Sir Mo Farah at Weetabix in Burton Latimer meeting members of staff at a Q&A/National World

He said: “I did have my Weetabix this morning, with warm milk and a bit of honey! I’m proud to be a brand ambassador.”

Speaking of being brought to the UK, he said: “It was quite difficult for me as a kid. I was trafficked as a kid. But I found sport.

"The journey taught me values and made me the man I am. You can do so much, four times Olympic champion! It’s been an incredible journey. If as a boy they said you can have just one of those those, I would have taken it.”

Sir Mo spoke of the work he had to put in for London 2012 after the disappointment of the Beijing Games, training in Kenya away from his family and the gruelling schedule running 120 miles a week.

Sir Mo Farah in relaxed mood at Weetabix in Burton Latimer /National World

He said: “Life is not meant to be easy, it comes with challenges. After Beijing I was devastated. I thought maybe it’s not for me and can I still do it? My wife saw me training, and coming back. I was at my lowest.

"Having a bad race doesn’t make you a bad athlete forever.”

Remembering the ‘super Saturday’ at the Olympic stadium Sir Mo said: “That night brought the nation together. That 45-minute window, it was epic. That’s the power of sport. It was iconic.”

Sir Mo is now devoting much of his time to his family doing the school run and taking his children to their after-school activities, his charity work with the Youth Sports Trust and his role with Weetabix.

Selfie with Sir Mo at Weetabix in Burton Latimer /National World

In the audience was Gabby Ruff, Weetabix food safety manager, who was inspired by Sir Mo.

She said: “It’s nice to see such a personable side to him and ask him things not just about sport. How can you not be inspired?

"He represents the Weetabix brand in such a positive way. It’s a nice opportunity for everyone.”

After posing for selfies with staff, Sir Mo met with operators across the Weetabix, Minis, and Alpen plants and officially opened the canteen to welcome staff to their Christmas dinner.

Colm O’Dwyer, managing director at Weetabix Food Company, said: “It’s not every day you get to share a Christmas dinner with a quadruple Olympic Champion. “We are incredibly proud to have Sir Mo as part of the Weetabix family. His energy is infectious, and having him here to meet the team was a fantastic way to say thank you to our own hard-working 'all-stars' across the business."

Francesca Theokli, Marketing Director of Weetabix added: "We’re so proud to say that Sir Mo is playing a part in our Weetabix story and are delighted that he spent the day with us at our Burton Latimer and Corby sites.

"His journey shows that success—whether on the track or in our business —comes down to resilience, adaptability, and a relentless focus on goals. Our amazing colleagues make Weetabix a breakfast worthy of winners and we are very grateful to Sir Mo for being a lifelong fan and legendary Weetabix all-star!"