James MacCartney

James MacCartney

I have been managing our mixed family farm in Rutland for the last 10 years taking responsibility for both sheep and beef enterprises as well as a value added diversification into catering at festivals and farmers markets using the produce from our farm. I am hugely passionate about livestock and the countryside and seek to find a way to make this more sustainable for the future given the growing environmental concerns of consumers.

Outside of farming I am a very keen amateur cyclist, as it provides a welcome mental break from time spent on the farm. 

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

Study Overview

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.

Scholar Video