Jonathan Birnie - Facilitating change within the red meat chain through the dissemination of new technology, enhanced cooperation and mutual sustainability
I am married to Nicola, have three children, Katie (13), Jon (10) and Laura (8) and work as Head of Agriculture for Dunbia. I live in Dungannon, Northern Ireland where Dunbia Head Office is based, but I spend a lot of time travelling between different sites in the UK and Ireland. Dunbia processes beef, pork and lamb and supplies these to many different customers including retailers, food service, export and catering. The whole sector is constantly developing and experiencing increasing demands for consistency, quality, taste and provenance.
I have spent my whole career associated with the livestock sector, having worked on farms, in research, at Sainsbury’s and at Dunbia. I’m excited about doing this project through Nuffield as I see major changes to the whole livestock sector over the next decade. Through looking at successful and unsuccessful supply chains I want to understand the key drivers of change (through pricing, organisation, use of technology and feedback) in order to best understand how farmers can most easily meet customer demands.