The Agriculture and Horticulture Development Board (AHDB) has decided to partner with ITN Business to showcase the positive impact of livestock on the environment and the food system.
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, according to AHDB.
By 2050, the global population is expected to reach nearly 10 billion, and to meet dietary demands food production must increase by 70%.
AHDB partnership
To raise awareness and understanding of the importance of livestock and the role it has to play in feeding the population sustainably, the AHDB has partnered with ITN Business to produce news-style programme ‘Farming a Greener Future’.
The programme will be anchored by journalist and news presenter Duncan Golestani from the ITN London studio and will look at the positive contribution livestock makes to society.
The programme 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.
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.”
Programme on positives of livestock
Launching in 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.
Nina Harrison-Bell, head of ITN Business, spoke about the partnership with AHDB: “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.”
There are commercial opportunities for leading organisations to be featured in the programme and spearhead their own news item.
AHDB is looking for organisations contributing towards food security, delivering nature-based solutions and positively impacting the environment, to take part and share their story.
AHDB is a statutory levy board funded by farmers and others in the supply chain. It said its purpose is to be a critical enabler, to positively influence outcomes, allowing farmers and others in the supply chain to be competitive, successful and share good practice.
