ABP UK has launched a new Farm Ambassador Programme, bringing together a group of progressive beef and sheep farmers from within its supply base to help shape the company’s sustainability and supply chain strategy, and to act as advocates for the British red meat industry.
The initiative builds on ABP’s ongoing investment in British livestock production, spanning sustainability data, research partnerships, infrastructure and skills development and ensuring that farmers remain central to how the business plans for the future.
Bob Carnell, ABP UK Chief Executive, said: “ABP continues to invest significantly in the UK beef and lamb sector. This programme is about working closely with our suppliers to make sure that investment has real impact on farm and throughout the supply chain.
“By creating a forum for open discussion, we can share ideas, identify opportunities and drive progress together. Our farmers are integral to everything we do, and their experience and insight will help us continue to raise standards in efficiency, welfare and sustainability.”
The Farm Ambassador Programme creates a direct link between ABP’s leadership and its network of 12,000 supplying farmers. The Ambassadors will provide practical feedback on ABP initiatives such as digital tools, research projects and sustainability programmes, ensuring these deliver real on-farm value. They will also demonstrate best practice across different production systems and act as advocates for British beef and lamb, representing ABP and the wider red meat sector at events, in the media and on their own farms.
Phoebe Workman, Agricultural Manager at ABP, said: “Our Ambassadors will help us put ideas into practice, challenge our thinking and ensure ABP’s ambitions remain grounded in what is achievable on farm. They represent the diversity and resilience of UK livestock farming, with a shared ambition to continue improving efficiency, animal welfare and environmental performance.”
The first seven Ambassadors represent a broad cross-section of British livestock production, spanning beef, sheep and mixed enterprises across England and Scotland. They are:
- Ian Alderson, Shropshire, runs a mixed farm producing beef, lamb, chicken and arable crops.
- Annie Carr, Herefordshire, runs a growing sheep enterprise.
- Malcolm Roberts, Shropshire, runs a mixed farm that has been in the family for 120 years.
- Tom Cox, Staffordshire, runs a mixed dairy, beef, and sheep enterprise.
- Steven Hills, Yorkshire, operates a mixed enterprise and is a long-term supplier.
- Billy Cuthbertson, from Fife, manages a beef enterprise.
- James Waight, Wiltshire, runs an organic beef enterprise.
Ian Alderson said: “We’ve supplied ABP for 40 years, and it’s a privilege to be part of the Farm Ambassador Programme, bringing like-minded people together to focus on a stronger future for farming. Nobody can do it alone, we all need to work together, and it’s exciting to see what we can achieve collectively. An integrated food chain, where farmers, processors and retailers pull in the same direction, can only be positive for the long-term success of the industry.”
The Ambassadors will meet regularly with ABP’s leadership and research partners to share insight, provide feedback and help shape future business priorities.
Ms Workman added: “This group reflects where we want to be as a business: transparent, collaborative and focused on continuous improvement. It’s also about strengthening the relationship between ABP and the farmers who supply us, developing a deeper understanding of how we can best support them and the wider supply base as the industry faces new challenges.
“Our Ambassadors will help us exchange knowledge, share ideas and encourage more peer-to-peer learning within the supply base, demonstrating what responsible, forward-looking livestock farming really looks like. As the programme evolves, we’re excited to see how their insight helps shape the next steps for ABP and the red meat sector.”
For more information, visit https://abpuk.com/.