Ian Whellans, the 2016 Kelso Laddie, was found dead at a farm near Hume yesterday morning.
It is thought that the 26-year-old was killed in a farming accident.
Ian led the town's Civic Week back in 2016 and played for the local rugby club. At their next home match, a minute's silence is planned in his memory.
Hundreds of friends and fellow festival principals took to social media yesterday to pay their respects.