July 24, 2023

 

AHDB Partners with ITN Business to promote livestock's contributions to a sustainable food system

 

The UK Agriculture and Horticulture Development Board (AHDB), in collaboration with independent production company ITN Business, aims to raise awareness about the vital role of livestock in creating a sustainable and efficient food system, Farmers Guide reported.

 

The initiative comes as the global population is projected to reach nearly 10 billion by 2050, necessitating a 70% increase in food production to meet the growing demand.

 

While livestock farming is often perceived as a significant contributor to climate change, AHDB's new programme, titled 'Farming a Greener Future,' seeks to highlight its potential for positive impacts on both society and the environment.

 

The show, anchored by journalist and news presenter Duncan Golestani from the ITN London studio, will explore key themes, including dispelling myths about livestock agriculture and its unique role in providing nature-based solutions to climate change and declining biodiversity while offering a nutritious and high-quality food source.

 

AHDB's divisional director of Engagement, Will Jackson, said that dispelling negative perceptions and promoting the sector's positive contributions are essential priorities for the industry.

 

He believes that livestock's ability to address climate change, support nature conservation, and ensure food security for the growing global population is often overlooked or misunderstood.

 

'Farming a Greener Future,' set to launch this November, will feature expert interviews, news items, and reporter-led sponsored editorial profiles.

 

The programme will be hosted on the ITN Business content hub and will be further supported by a digital advertising campaign. Additionally, it will be hosted and promoted on NewScientist.com, reaching a broader audience and fostering discussions on the importance of sustainable livestock farming.

 

Nina Harrison-Bell, head of ITN Business, views the partnership with AHDB as an opportunity to showcase the numerous benefits of livestock farming, including providing nutritious food for the world's population, generating employment opportunities, and contributing positively to the planet.

 

-      Farmers Guide