ITN Business and AHDB to launch news-style programme Farming a Greener Future

Wednesday, 22 November 2023

ITN Business, in partnership with AHDB, is proud to announce the launch of a news-style programme Farming a Greener Future.

Agriculture is facing a huge challenge; to support feeding the world’s population that is predicted to reach over 9 billion by 2050, requiring 70% more food than we produce today.

Hosted by presenter Duncan Golestani, from the ITN London Studio, the programme explores the importance of livestock within sustainable agriculture and their role in providing food security. 

AHDB’s Environment Consultant Professor John Gilliland recently spoke with ITN Business about the unique role of livestock within sustainable food production.

In his interview, he explains why livestock are integral to sustainable farming systems, highlighting their importance to soil health and fertility, and their unique ability to convert inedible plant-based crops into highly nutritious food.

Farming a Greener Future includes reporter-led sponsored editorial profiles from the following organisations:

  • Bobcat EMEA – working with customers to develop new technology that better supports their agricultural needs and forward-thinking goals
  • Boehringer Ingelheim – sharing how they work closely with vets and farmers to help ensure no animal suffers from a preventable disease, and to balance and optimise the health of animals, people and the environment
  • Cool Farm Tool - equipping farmers with metrics to quantify and inform farm management plans, empowering them to make improved decisions, on-farm
  • Platts Agriculture Limited - helping to create a more sustainable farming industry by turning manufacturing bi-products into multi-use animal bedding

Tim Rycroft, CEO of AHDB, said:

"AHDB is delighted to be part of this unique opportunity for British agriculture to share its story. Demonstrating just some of the many ways it is innovating and adapting to reduce its environmental impact.

"With livestock a cornerstone and integral to its future sustainability, we are proud to support British farming in building a resilient food system which provides food for all."

Nina Harrison-Bell, Head of ITN Business, said:

"Farming a Greener Future shines a light on the work going on in the sector and 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."

Launching at Countryside COP at 5:15pm on 23 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,as well as the AHDB website, and will be supported by a digital advertising campaign.The programme will also be hosted and promoted on