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
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.

Gold Farmers
NOVEMBER 2022

launch

ABP's £1.5m sustainability investment programme was launched in the UK.

Gold Cows

Farmer Engagement and Updates

Through a series of newsletters and webinars with expert speakers, we will provide programme updates and knowledge transfer.

2023

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.
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 Cow Farmer
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 Gold Farmer Gold Cows

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

Case Study Filter

PRISM 2030 Farmer:
Fred Murphy

Fred Murphy is a beef and arable farmer based in Hillsborough, County Down.

Read More

PRISM 2030 Farmer:
Danny Miller

PRISM 2030 farmer Danny Miller runs a suckler beef farm near Wick, Scotland.

Read More

PRISM 2030 Farmer:
Stephen Doble

Beef and arable farmer Stephen Doble finishes 120 Angus cross cattle in South Oxfordshire.

Read More

PRISM 2030 Farmer:
Sam Chesney

Beef and sheep farmer Sam Chesney runs 120 suckler cattle near Kircubbin, Northern Ireland.

Read More

PRISM 2030 Farmer:
Mike Powley

Mike Powley runs a mixed beef and arable farm based between York and Harrogate.

Read More

PRISM 2030 Farmer:
James Turner

Farm Manager, James Turner runs the arable enterprise at Downton Hall, Shropshire.

Read More

PRISM 2030 Farmer:
Ian Norbury

Ian Norbury breeds Pedigree Angus, producing breeding bulls, and beef from heifers and steers.

Read More

PRISM 2030 Farmer:
Andrew Macleod

ABP's beef and lamb demonstration unit is run by Farm Manager Andrew Macleod.

Read More

PRISM 2030 Farmer:
Adrian Ivory

Arable and beef farmer Adrian Ivory farms near Meigle in Perthshire.

Read More

PRISM 2030 Farmer:
Adam Quinney

Adam runs a 60-cow Saler and Saler x Angus suckler beef herd in Warwickshire.

Read More

PRISM 2030 Farmer:
Richard Shires

Richard runs a flock of 1,000 breeding ewes and an arable system of mostly wheat.

Read More

PRISM 2030 Farmer:
Crosby Cleland

Farmer Crosby Cleland runs a closed flock of 850 ewes at Brookmount Farm, Country Down.

Read More

PRISM 2030 Farmer:
Stuart Dawes

33-year-old Stuart Dawes runs a 1,000-strong flock of mostly Romney ewes.

Read More

PRISM 2030 Farmer:
Richard Thomas

Sheep farmer Richard is focussing on improving the basis of his farm: the soil.

Read More

PRISM 2030 Farmer:
Paul Fegan

Paul Fegan is a beef and sheep farmer from Dromara, County Down.

Read More

PRISM 2030 Farmer:
Neil Brown

Neil is the third generation of his family to farm at his 300-acre farm.

Read More

PRISM 2030 Farmer:
Dylan Jones

Dylan runs his family farm of more than 800 acres (323ha) with his father Wyn.

Read More

PRISM 2030 Farmer:
Andrew Roberts

Andrew runs a sheep, beef and arable business across three holdings with his father Malcolm.

Read More

PRISM 2030 Farmer:
Katie Tomley

Farmer Katie Tomley joined PRISM 2030 in 2022. She runs Top House Farm near Oswestry.

Read More

PRISM 2030 Farmer:
Jamie Price

Jamie Price runs 100 suckler cows and 1,300 breeding ewes near Presteigne, Wales.

Read More

PRISM 2030 Farmer:
Gordon Tomley

ABP supplier Gordon Tomley runs a mixed arable, beef and sheep enterprise.

Read More