UK red meat production: How to win the battle for environmental sustainability in the mind of the consumer

I will be investigating ways in which red meat producers in the UK can counter the environmental concerns in the media. I hope to travel to the USA to learn from the mistakes of ‘feed lot’ style production as well as New Zealand where I will investigate methods of improving our environmental credentials. I will also focus on how as an industry we can translate these improvements to satisfy the concerns of the consumer that UK red meat is an environmentally sustainable product.