Who I am
George trained originally in veterinary medicine at the Royal (Dick) School of Veterinary Studies, then moved through livestock research and agribusiness at Genus ABS before joining Promar International as a sustainability consultant and team lead. That work has taken him across the UK, the EU, Africa, and India, supporting farms and processors through the practical detail of sustainability strategy. He now leads farming systems at Regeno, alongside a part time role advising DEFRA on livestock genetics policy, and is studying for a Professional Doctorate in soil science at IBERS, Aberystwyth University, where his project, Soil Steps, links soil ecology to carbon modelling in grazed grasslands.
What drives me
George cares most about closing the gap between what gets claimed about regenerative grazing and what the underlying soil biology actually supports. He is drawn to problems that require both a farmer's practical judgement and a scientist's evidence, and wants the sustainability claims livestock businesses make to hold up to real scrutiny, not just look good on paper.
Beyond the day job
George co-founded Farm Steps CIC with two vet school colleagues, offering sustainable farming and livestock husbandry training across the sector. It is motivated by the support he received entering the industry from a background outside farming, and a wish to pass that on to others doing the same.