James MacCartney
2025
Nuffield Scholar & Farmer. James will share insights from his research on UK Red Meat Production: How to Win the Battle for Environmental Sustainability in the Mind of the Consumer. A mixed farmer from Rutland, James manages sheep and beef alongside a successful catering business that connects his farm produce directly to consumers. With a passion for the countryside and sustainable farming, he brings a real-world perspective on meeting consumer demand while tackling environmental challenges.
My Sessions
Green Food Rebellion: How can farms feed values, not just bellies?
James MacCartney
Emma Steele
Charlotte Forkes-Rees
William Mayor
This session explores what consumers want from food, whether they really care about sustainability, how those ‘wants’ and values are communicated back to farmers and whether they then influence decision making on farm? We then investigate practical ways management, genetics and innovation are driving sustainability, improving farming efficiency, and delivering high-quality, eco-conscious food to meet […]