Farming a Greener Future

Our vet and director John is in a AHDB film, made in partnership with ITN Business, showcasing the future of sustainable agriculture and the unique role of livestock is live.

By 2050, the global population is expected to reach nearly 10 billion, and to meet dietary demands food production must increase by 70%.

But with the common narrative being dictated by simplistic negative conclusions of livestock’s role within rising global temperatures, nature decline and decreasing human health, it is clear livestock’s value to society is grossly misunderstood.

To raise awareness and understanding of the importance of livestock and its role in feeding the population sustainably, AHDB has partnered with ITN Business to produce a news-style film, Farming a Greener Future.

Launched as part of Countryside COP, and anchored by journalist Duncan Golestani, the film will explore these key themes:

  • How British agriculture is adapting and innovating to reduce its environmental impact
  • Livestock’s unique role in building more sustainable farming systems
  • Delivering food security for a growing global population to support health

It also features four industry partners to demonstrate some of the many ways British farming is innovating and adapting to not only reduce its environmental impact but continue to feed a growing population more sustainably.

  • Highlighting the importance of data integrity and how livestock are supporting nature recovery on a farm in Suffolk, Cool Farm Tool offers farmers the ability to manage complex science and data
  • Delving into the benefits of a circular farming approach and the utilisation of waste products. Platts Agriculture showcases sustainable livestock bedding which also supports animal health
  • Supporting the message that sustainability is not just about the environment, Boehringer Ingelheim demonstrates the importance of preventive animal care at a farm in Dorset to support ethical livestock production with a lower environmental impact
  • And finally, Doosan Bobcat shows how technology is supporting labour shortages on a farm in Limerick and how innovations are supporting the journey to net-zero emissions

The programme will be promoted by ITN Business over the next month to key audiences, including the media and academia, on the New Scientist website and on the ITN Business Hub.

Watch the video below for John’s interview:

For the full AHDB film go to: