The primary sector has been in the gun lately for its reluctance to resolve its emissions profile. You’d almost think there’s some denial going on. Well, that might be true of some, but not all. In 2021 a broad industry effort went into a primary sector document called Fit for a Better World. The strategy lays down the challenge to be sustainable, inclusive and profitable, with specific targets for 2030 and beyond. I spoke to Jenny Cameron, the Chief Transformation Officier at MPI, and the leader of Fit a Better World programme.