Eamonn Holmes had an uncomfortable moment on This Morning, as he spoke to members of the Bruderhof community before apologising for promoting ITV’s competition.

Bernard and Rachel Hibbs were on the show to discuss their upcoming documentary, Inside The Bruderhof, shedding light on the secretive Christian sect.

Members of the 300-strong community are opposed to materialism, rampant consumerism and constant use of social media, and instead emphasise communal living and devotion to Jesus.

However, the host, 59, was left stumbling over his words as their chat came to an end, and he attempted to link to the competition – which gave viewers the opportunity to win £60,000 and a car.

‘Really appreciate you guys coming out to us, to this world,’ he said. ‘I’d love to talk to you longer about this but in this rampant world of consumerism and everything you don’t stand for, I’m quite embarrassed to say this is what the world is about…

‘You’re now going to see us preaching and begging people to enter a competition.

‘I’m not finding this funny, it is quite embarrassing. It is everything you’re opposed to, the chance to win £60,000 in cash and the chance to win a brand new car…’

Yes, because they’d turn a cool £60k down….

And Bernard jumped right in there, revealing himself and his wife would definitely be keen to get involved.

He asked: ‘I mean, can we get in on this…?’

‘I’d only be tarnishing and tainting you…’ Eamonn responded. ‘You could enter, win it and no one would know. You could share it with the community.

‘Okay, I did my best. I’ve apologised enough.’

But he clearly didn’t, adding another ‘I’m sorry’ as the camera panned to Lisa Snowdon introducing the competition.

And viewers at home were equally as baffled by the moment.

‘Is Eamonn apologising to the Bruderhof people for the ‘greedy, grasping’ viewers?! #ThisMorning,’ one asked.

Another suggested his explanation was to let them know it ‘wasn’t a con’.

Seriously awkward….

Elsewhere in the chat, Bernard defended Bruderhof from comparisons to ‘cults’.

‘If you get a group of people together, and everyone within that group is looking out for other people and never looking out for themselves,’ he explained when Ruth Langsford made the suggestion.

‘Everyone actually gets treated better. I never have to worry about my children having enough, and me having enough, because they all do.’

While Rachel insisted she was thrilled to be part of the team.

‘I’m very happy,’ she added. ‘Everyone’s opinions and beliefs and ideas are valued equally. Everyone is cared for.

‘Young people are encouraged to leave and know something else. Community how we live it takes a great deal of commitment and constant work to provide that.’

This Morning continues on weekdays, at 10:30, on ITV.

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