AHDB joins forces with ITN Business to highlight livestock's positive environmental impact
10th Aug 2023 / By Alistair Driver
AHDB is joining forces with ITN Business to showcase the positive impact livestock has on the environment and our food system.
To raise awareness and understanding of the importance of livestock and the role it has to play in feeding the population sustainably, the levy body and the news channel will produce a news-style programme called Farming a Greener Future, launching in November 2023.
The programme, which will be anchored by ITV News' Duncan Golastani, will launch in the lead up to COP28.
It will combine expert interviews, news items and reporter-led sponsored editorial profiles. The NPA has been provisionally approached to participate to help showcase examples of successes, best practise and future ambitions.
It will explore key themes including:
- Dispelling the myths around livestock agriculture
- Livestock's unique role in providing and supporting nature-based solutions to climate change and nature decline while producing a nutritious, quality food source
- Delivering food security for a growing global population to support health.
The programme will be hosted on the ITN Business content hub and will be supported by a digital advertising campaign. It will also be hosted and promoted on NewScientist.com.
Livestock agriculture is perceived to be one of the biggest contributors towards climate change and pollution, but could hold a key to creating a sustainable food system, with a positive impact on the environment, AHDB said.
By 2050, the global population is expected to reach nearly 10 billion, and to meet dietary demands, food production must increase by 70%.
There are commercial opportunities for leading organisations to be featured in the programme and spearhead their own news item.
AHDB said it was looking for organisations contributing towards food security, delivering nature-based solutions and positively impacting the environment, to take part and share their story.
- If this seems relevant to your work, contact ITN Business's Head Programme Director James Linden at or Programme Director .
AHDB's Divisional Director of Engagement, Will Jackson, said: "The reputation of our industry is a core priority for AHDB, and we are delighted to be able to partner with ITN to deliver a critical message about our livestock industry.
"Too often the public narrative about the impact of livestock is a negative one, while their unique ability to provide both solutions for climate change, nature decline, and food security is either ignored or misunderstood.
"AHDB hopes to shed light on this and encourages anyone who would like to be part of highlighting livestock’s unique abilities to join us in this partnership."
Nina Harrison-Bell, Head of ITN Business, said: "By partnering with AHDB, we hope to share the many benefits of livestock farming, such as the nutritious food for the global population, the jobs it provides and positive impacts for our planet."