Our data driven initiative to improve the sustainability of red meat within the decade.


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, over a period of 2-3 years.


We’ll then work with our research partners at The Anderson Centre and Harper Adams University (HAU) to compile, analyse and interpret the data.


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.

Regular Communication

We’ll keep you up to date through regular communications via this web page, on our social media channels, and through our monthly newsletter.

Follow us on Youtube @PRISM2030

Follow us on Twitter/X @abpukagri

To subscribe to the newsletter or find out more about our events email:


October 2022

Carbon footprint

Our first data study started in October 2022 and focused on carbon footprints.

Mid 2023

Soil health, biodiversity, water, animal health

Our PRISM 2030 programme will be supplemented with an array of wider sustainability metrics which will be monitored for a further 2-3 years. Interest groups will be developed around these topics.

2024 - 2025

Further assessment & feedback

We’ll repeat the assessment activity on carbon footprinting and wider biodiversity metrics to establish and understand the levels of improvement activities undertaken.


Farmer engagement & updates

Regular newsletters, discussion groups, social media and events including a series developed from PRISM farmers requests. (See our Regular Communication above).


  • 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.


PRISM 2030 Farmer: Mike Powley

Mike Powley runs a mixed beef and arable farm based between York and Harrogate, with the arable side supplying barley and spring beans for the beef enterprise, which consists of 100 suckler cattle.

Commenting on his involvement with the new PRISM project he said: “PRISM will demonstrate how beef farming can work in tandem with the environment, especially in the face of a lot of negative press, and will provide a benchmark for how British beef and lamb compares to the rest of the world, sending a strong message for ABP to take forward in future.”

Read Case Study

PRISM 2030 Farmer: Sam Chesney

Beef and sheep farmer Sam Chesney runs 120 suckler cattle on a calf to beef system, near Kircubbin, Northern Ireland.

Commenting on his involvement with PRISM, he said: “We have a duty as farmers to help dispel some of the myths about how beef is produced here in the UK. Farmers are a major part of the solution, as potential carbon mitigators, and the PRISM process will enable us to demonstrate and measure that potential.”

Read Case Study

PRISM 2030 Farmer: Crosby Cleland

Sheep farmer Crosby Cleland runs a closed flock of 850 ewes over 160 acres at Brookmount Farm, Country Down. He supplies over 1000 lambs to ABP Linden yearly, which he sells via cooperative Strangford Down Lamb Group, which has 100 farmer members, supplying around 18,000 lambs annually.

“Gathering data is extremely important and is a key component of the PRISM project – we all need to know where we are performing well and badly, so we can identify improvements that can be made and drive the industry forward.”

Read Case Study

PRISM 2030 Farmer: Stephen Doble

Beef and arable farmer Stephen Doble finishes 120 Angus cross cattle for ABP’s Blade Farming scheme in South Oxfordshire. All cattle are grazed on the floodplain and finished on cereals and silage, grown on the farm.

Over the past two years, Stephen has been focusing primarily on improving his grazing management and reducing his fertiliser use by introducing herbal leys, which has also reduced his reliance on wormers.

Read Case Study

PRISM 2030 Farmer: Adrian Ivory

Arable and beef farmer Adrian Ivory farms near Meigle in Perthshire. His herd comprises pedigree Simmental and Charolais, as well as a commercial Shorthorn cross Simmentals with some Herefords.

Adrian favours his Simmental cross Shorthorn commercial cows, because of the easy fleshing of the native, combined with the fast-growing results from the continental sire, quiet temperament and milking ability.

Read Case Study