Communication should be brief but comprehensive. Indeed, beef farmer Andrew Loftus suggests we should all start life with a quota of words, and once that quota is reached, it's time to shuffle off this mortal coil!

Andrew currently chairs the Beef and Lamb Net Zero Roadmap Group, an industry led group providing thought leadership on sustainable UK beef and lamb production. In this and in his various former roles, the need to have strong communication skills is crucial. Andrew may come across as challenging and argumentative, yet what he strives to achieve in conversations is a deeper and clearer understanding of the topic under discussion, and the viewpoint held by others.

In this episode, we discuss:

• adapting communications for different audiences, including farmers, policymakers, and the scientific community,

• the challenges and rewards of farming,

• the significance of data in livestock management, and the role livestock markets should play in data transfer.

Listen in to hear more about Andrew's thoughts on communication, cows and coffee.

Notes/links:

Beef and Lamb Environmental Roadmap https://projectblue.blob.core.windows.net/media/Default/Environment/Beef_and_Lamb_Environmental_Roadmap_Feb%202025.pdf

Johnny Baghdad's Cafe on the Square, Masham, Ripon