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Home > News > AHDB and ITN Business launch 'Farming a Greener Future' news channel

AHDB and ITN Business launch 'Farming a Greener Future' news channel

23rd Nov 2023 / By Alistair Driver

AHDB and ITN Business have launched of a news-style programme, Farming a Greener Future, to explore the importance of livestock within sustainable agriculture and their role in providing food security.

AHDB ITN Farming for a Green Future 2Farming a Greener Future will be launched at Countryside COP at 17:15 today, and will combine expert interviews, news items and reporter-led sponsored editorial profiles.

Hosted by presenter Duncan Golestani from the ITN London Studio, the programme can be viewed on the ITN Business content hub and the AHDB website and will be supported by a digital advertising campaign. The programme will also be hosted and promoted on

The programme is launched against the backdrop of the ‘huge challenge’ agriculture is facing to feed the world’s population that is predicted to reach over 9 billion by 2050, which would require 70% more food than we produce today.

AHDB’s Environment Consultant Professor John Gilliland recently spoke with ITN Business about the unique role of livestock within sustainable food production. In his interview, he explains why livestock are integral to sustainable farming systems, highlighting their importance to soil health and fertility, and their unique ability to convert inedible plant-based crops into highly nutritious food.

Tim Rycroft, CEO of AHDB said: “AHDB is delighted to be part of this unique opportunity for British agriculture to share its story. Demonstrating just some of the many ways it is innovating and adapting to reduce its environmental impact.

“With livestock a cornerstone and integral to its future sustainability, we are proud to support British farming in building a resilient food system which provides food for all.”

Nina Harrison-Bell, Head of ITN Business said: “Farming a Greener Future shines a light on the work going on in the sector and 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.”