Amy Jackson, Oxtale Communications (Wed)

Amy is an agricultural communications specialist who has worked with the UK and Irish farming industries on high profile challenges such as horsemeat, the rise of ‘megafarms’, bovine TB, antibiotic use and perceived environmental damage. She has a particular interest in public perceptions around some of the more contentious aspects of modern farming, which first led her to a Nuffield scholarship in 2012 ("Can we Learn to Love the Megadairy?") then a PhD in 2022, examining public attitudes to farming. As well as continuing to run her own consultancy Oxtale, Amy is a part time Research Fellow at the University of Nottingham vet school, looking at farmer attitudes towards cattle disease, climate change and farm animal welfare. Amy chairs the Dairy Technical Advisory Committee for Red Tractor, is on the Appeals Panel for Quality Meat Scotland, and was a Behaviour Change ‘Champion’ for the UK's Agri-Food for Net Zero Network+ (AFN) research project. She was recognised as an industry ‘Gamechanger’ in the 2024 Farmers Weekly Awards.