FAI Farms

AMP grazing captured on camera

Bringing AMP grazing to life.

How we farm is evolving. Adaptive Multi-Paddock (AMP) grazing - a regenerative approach to grass management - is gaining popularity in the livestock sector, with claims to improve soil health, biodiversity, animal welfare and farm resilience. But for many farmers, AMP grazing remains an abstract concept, with outcomes that have traditionally been hard to quantify. 

Services:

Farmer Engagement Agriculture PR

Sectors:

Livestock

Between 2020 and 2024, FAI undertook a four-year study to track the impacts of AMP grazing on their own commercial beef system. Their goal was to gather robust scientific data across environmental, ethical and economic metrics to accurately assess the impact of AMP grazing, and share these learnings with the farming community. As part of this wider, multi-year project, FAI also asked Twig to help document their AMP grazing journey with video content. 

FAI Farms

FAI is a global consultancy working to drive sustainability in animal-based food systems. Combining science, data and practical experience, FAI helps food producers, retailers and organisations improve outcomes for animals, the environment and communities. With a team of farmers, scientists, analysts and consultants across the UK, Brazil and the US, FAI supports clients globally through research, strategic advice and training. Its work spans regenerative agriculture, animal welfare, climate resilience and supply chain sustainability. 

Objectives

  • Track important developments of the AMP grazing project on the FAI farm over a four-year period
  • Bring the AMP grazing project ‘to life’
  • Help highlight key learnings to a farmer audience
  • Reinforce core principles of AMP grazing and address common queries

Our approach

  • Plan and deliver a rolling programme of farm video content, aligned to seasonal and production priorities
  • Regular farm visits to capture a mix of interviews and in-field footage, showcasing AMP grazing in action
  • Create structured video plans to guide filming and draw out technical insights
  • Ensure narrative continuity across multiple years and changing farm personnel
  • Maintain regular dialogue with FAI to reflect key messages and evolving priorities

The results

  • A comprehensive video library spanning all seasons and phases of the four-year AMP grazing project
  • Final summary film aligned with the release of FAI’s full report
  • Resources to be used by FAI to support farmer engagement, training and consultancy
  • An ongoing partnership, with Twig continuing to support FAI across other film, consultancy and e-learning projects - from aquaculture to poultry performance

“

“An important aspect of this project was about showing what regenerative grazing looks like in practice on our farm. AMP grazing is complex and dynamic, and video gave us a way to bring that story to life in a clear and engaging way. Twig's understanding of regenerative agriculture really helped with the creation of farmer-focused videos that helped us share our learnings with farmers and the wider industry.”

Karl Williams , Farm Manager - FAI Farms

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