Livestock’s contribution to society celebrated in new film

The AHDB has joined forces with ITN Business to produce a new documentary-style film demonstrating the positive role of farmed livestock, both to the environment as well as food production.

Launched on Thursday evening (23 November), just ahead of the COP28 climate change talks which get under way next week in Dubai, Farming a Greener Future aims to dispel some of the myths about livestock farming advanced by the anti-meat lobby.

See also: Myth buster – the BBC’s anti-meat programme examined

Anchored by journalist Duncan Golestani from the ITN London studio, the film explores how British agriculture is innovating to reduce its environmental impact, how livestock are helping build more sustainable farming systems, and how they are delivering food security for an increasing global population.

The film includes an interview with AHDB’s environment consultant, John Gilliland, who explains why livestock are integral to sustainable farming systems, including their importance to soil health and fertility, and their unique ability to convert inedible plants into highly nutritious food.

It also includes reporter-led profiles of four sponsoring organisations involved in new technology, animal medicine, data analysis and recycling.

The film is being hosted on the AHDB’s website and on the ITN Business content hub, and is supported by a digital advertising campaign, to get the message out as widely as possible. 

In particular, the AHDB aims to target scientists, educators, policymakers, consumers and the wider media when it comes to sharing the film.

“Greater reach of these audiences forms a key part of AHDB’s growing focus on protecting and promoting the reputation of our industry,” said a spokesman.