PRISM 2030 Farmer:
Fred Murphy
Fred Murphy is a beef and arable farmer based in Hillsborough, County Down.
Introducing
Our data driven initiative to improve the sustainability of red meat within the decade.
WHAT WILL WE DO?
350 farmers
We’ll be collaborating with a cross section of our beef and lamb supplier farmers, across all different sized farms.
Data driven
We’ll start with carbon footprinting across all farms and then progress to soil health, animal health, carbon, water and biodiversity with smaller interest groups.
Analysis
We’ll then work with our research partners at The Anderson Centre and Harper Adams University (HAU) to compile, analyse and interpret the data.
Learnings
We’ll make all the learnings available to the participating farmers so they can take advantage of best-practice recommendations. This will take the form of a suite of general ‘how to’ improvement guides, plus an individual guide tailored to specific farmers (developed by HAU).
Sustainability Fund
We’ll then make a dedicated fund available to help our farmers implement and finance the recommendations made, and ultimately to increase their environmental and sustainability performance.
2022
JUNE 2022
the
SEPTEMBER 2022
farmer
NOVEMBER 2022
the timeline
NOV 2022 - SEP 2023
Recruitment and Assessment Round 1
JUNE 2022
the
idea
We saw the opportunity to strategically gather data that can help us develop genuine sustainability insight.
SEPTEMBER 2022
farmer
pilot
We recruited Farmers to take part in a pilot scheme.
NOVEMBER 2022
launch
ABP's £1.5m sustainability investment programme was launched in the UK.
Farmer Engagement and Updates
Through a series of newsletters and webinars with expert speakers, we will provide programme updates and knowledge transfer.
2023
MARCH 2023
prism
MID 2023
soil
health,
JULY 2023
royal
show
PRISM recruited its suppliers to join the
programme,
later
completing the first carbon assessments.
JUNE 2023 - AUGUST 2023
Grazing Events
On-farm
summer
grazing events.
grazing events.
MARCH 2023
prism
grant
ABP's sustainability
grant for PRISM
farmers is
launched.
MID 2023
soil
health,
biodiversity,
water,
animal health
Our PRISM 2030 programme will be supplemented with an assessment of wider sustainability metrics.
JULY 2023
royal
welsh
show
PRISM invited its farmers to a discussion lunch at the 2023 show.
2023 - 2025
Online Webinars & Discussion Groups
2024
MAY 2024
MAY 2024
year 1
JUNE 2024
Analysis
JULY 2024
royal
MAY 2024
balmoral
show
Panel discussion on
sustainable beef.
MAY 2024
year 1
report
Findings from year
one of the PRISM
programme.
JUNE 2024
Analysis
of results
Start of the large
dataset analysis.
JULY 2024
royal
welsh
show
PRISM invited its farmers to another discussion lunch at the 2024 show.
2025/6
MAY 2025
year 2
MAY 2026
year 3
Sept 2024 - April 2025
Second Assessment
PRISM2030 farmers have been invited for
their
second assessment to measure their progress so far.
MAY 2025
year 2
report
Programme
update.
MAY 2026
year 3
report
Findings from
across the
years,
compared.
WHY IS IT IMPORTANT?
Because better, more environmentally responsible agriculture isn’t just better for the planet, but better for business.
Because 90% of carbon emissions within the agri supply chain occur at farm level. We want to change that.
Because we want to reduce our environmental impacts to maximise the sustainability of British Beef.
Case Studies
PRISM 2030 Farmer:
Danny Miller
PRISM 2030 farmer Danny Miller runs a suckler beef farm near Wick, Scotland.
PRISM 2030 Farmer:
Stephen Doble
Beef and arable farmer Stephen Doble finishes 120 Angus cross cattle in South Oxfordshire.
PRISM 2030 Farmer:
Sam Chesney
Beef and sheep farmer Sam Chesney runs 120 suckler cattle near Kircubbin, Northern Ireland.
PRISM 2030 Farmer:
Mike Powley
Mike Powley runs a mixed beef and arable farm based between York and Harrogate.
PRISM 2030 Farmer:
James Turner
Farm Manager, James Turner runs the arable enterprise at Downton Hall, Shropshire.
PRISM 2030 Farmer:
Ian Norbury
Ian Norbury breeds Pedigree Angus, producing breeding bulls, and beef from heifers and steers.
PRISM 2030 Farmer:
Andrew Macleod
ABP's beef and lamb demonstration unit is run by Farm Manager Andrew Macleod.
PRISM 2030 Farmer:
Adrian Ivory
Arable and beef farmer Adrian Ivory farms near Meigle in Perthshire.
PRISM 2030 Farmer:
Adam Quinney
Adam runs a 60-cow Saler and Saler x Angus suckler beef herd in Warwickshire.
PRISM 2030 Farmer:
Richard Shires
Richard runs a flock of 1,000 breeding ewes and an arable system of mostly wheat.
PRISM 2030 Farmer:
Crosby Cleland
Farmer Crosby Cleland runs a closed flock of 850 ewes at Brookmount Farm, Country Down.
PRISM 2030 Farmer:
Stuart Dawes
33-year-old Stuart Dawes runs a 1,000-strong flock of mostly Romney ewes.
PRISM 2030 Farmer:
Richard Thomas
Sheep farmer Richard is focussing on improving the basis of his farm: the soil.
PRISM 2030 Farmer:
Paul Fegan
Paul Fegan is a beef and sheep farmer from Dromara, County Down.
PRISM 2030 Farmer:
Neil Brown
Neil is the third generation of his family to farm at his 300-acre farm.
PRISM 2030 Farmer:
Dylan Jones
Dylan runs his family farm of more than 800 acres (323ha) with his father Wyn.
PRISM 2030 Farmer:
Andrew Roberts
Andrew runs a sheep, beef and arable business across three holdings with his father Malcolm.
PRISM 2030 Farmer:
Katie Tomley
Farmer Katie Tomley joined PRISM 2030 in 2022. She runs Top House Farm near Oswestry.
PRISM 2030 Farmer:
Jamie Price
Jamie Price runs 100 suckler cows and 1,300 breeding ewes near Presteigne, Wales.
PRISM 2030 Farmer:
Gordon Tomley
ABP supplier Gordon Tomley runs a mixed arable, beef and sheep enterprise.
