AHDB launches news programme to highlight the positives of livestock farming
20th July 2023
To raise awareness of the important role livestock plays in feeding the population sustainably, AHDB has partnered with independent production company ITN Business to create a news-style programme exploring the positive contributions of livestock to both society and the environment.
By 2050, the global population is expected to reach nearly 10 billion, requiring food production to increase by 70% to feed everyone on the planet.
Although livestock farming is widely perceived as one of the biggest factors contributing to climate change, it could also hold the key to creating a sustainable food system with a positive impact on the environment.
This is the message AHDB’s new programme ‘Farming a Greener Future’ intends to share with the general population to dispel negative associations with the sector. The show will be anchored by journalist and news presenter Duncan Golestani from the ITN London studio and will explore key themes such as:
- 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
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.”
Launching this November, ‘Farming a Greener Future’ will combine expert interviews, news items and reporter-led sponsored editorial profiles. The programme will be hosted on the ITN Business content hub and will be supported by a digital advertising campaign. The programme will also be hosted and promoted on NewScientist.com.
Commenting on the partnership, Nina Harrison-Bell, head of ITN Business, said: “This is a really interesting partnership for ITN Business. 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.”
AHDB is urging organisations contributing towards food security, delivering nature-based solutions and positively impacting the environment, to get involved in the programme and share their story. Those interested can contact ITN Business’ Head Programme Director James Linden at James.Linden@itn.co.uk or Programme Director Jeff.Blackmore@itn.co.uk.
