ABP

To create a strong community of beef and lamb farmers from across the UK together to measure and improve their environmental performance; and to demonstrate to retail partners and the wider agrifood sector how practical, on-farm changes can reduce greenhouse gas emissions in order to grow confidence across the industry and lead change. 

Sustainability conversations around red meat are often simplified or disconnected from the realities of modern farming, so PRISM 2030 needed to feel credible to farmers and grounded in evidence while also engaging media, policymakers and the wider industry. Launching from a standing start meant building awareness and trust quickly.

Working closely with the PRISM 2030 team from the outset, we established the central narrative around the programme’s whole-farm approach to sustainability and the strength of the partnerships behind it, including Agrecalc, The Andersons Centre and Harper Adams University.

Following the launch to UK trade and national media, we developed targeted communications to support farmer recruitment, helping the programme reach full capacity within six months. 

 As PRISM developed, the focus moved to showcasing the success of the findings to build trust and positive conversations with retailers and stakeholders. We produced written and filmed case studies, capturing the detail behind the data to share on social media and digital channels. Time spent on farm, hearing directly from producers, has been central to communicating the programme authentically.

Alongside this, we maintained momentum through regular direct communications, including monthly newsletters to over 7,000 recipients bringing together farmer stories, technical learnings from PRISM webinars and events, and programme updates, helping build a wider community around PRISM 2030.

Media engagement has remained consistent throughout, including facilitating journalist visits to ABP’s Shropshire demonstration farm, Bromstead, and to PRISM participant farms nationwide. We’ve also worked with ABP’s senior leadership on thought leadership and supported the development of the programme’s annual reports, shaping detailed findings into clear, accessible communications for both industry and consumer audiences.

Our communications activity has generated a media reach of more than 25 million over the first two years, spanning agricultural, regional and national press, alongside broadcast coverage including a feature on BBC’s Countryfile to engage the consumer audience.

The initiative has also achieved industry recognition, reaching finalist status in both The Grocer Gold Awards and the UK Sustainability Awards. Importantly, through the combination of communication activity, PRISM 2030 has contributed to a broader and more informed conversation around sustainability in beef and lamb production.