AHDB has partnered with ITN Business to create a news-style programme entitled ‘Farming a Greener Future’.
The programme, anchored by news presenter Duncan Golestani, will focus on the positive contribution livestock makes to society. Key themes will be explored and discussed throughout the programme, including dispelling myths around livestock agriculture; the role of livestock in providing solutions to climate change and delivering food security 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.”
With the global population expected to reach almost 10 billion by 2050, food production will need to increase by 70% to meet demand. The aim is that this programme will raise awareness and understanding of the importance of livestock and the role it has in sustainably feeding the population.
‘Farming a Greener Future’ will launch in November and will be a combination of interviews, news and 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.
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. Producers are 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, then please contact ITN Business’ Head Programme Director James Linden at James.Linden@itn.co.uk or Programme Director Jeff.Blackmore@itn.co.uk.