James is a broiler producer, rearing a million birds per cycle at his farm in Lincolnshire, alongside other family enterprises including arable, pigs and a commercial feed mill.
As part of the 2019-21 PIP, James originally joined the programme to increase his experience and knowledge in different parts of the industry.
James takes over from previous chair James Mottershead, who stood down following his election as chair of the NFU Poultry Board earlier this year.
Building relationships
He says the biggest takeaway from his time on the PIP was the relationships he has built with members across the poultry industry, many of whom work in different sectors to himself.
鈥淚t鈥檚 always interesting to see what they鈥檙e doing and how their farms are progressing,鈥� he says, adding that another highlight was visiting different factories, which gave him 鈥渕ore of an insight as to how everything works; a much bigger picture than just my farm鈥�.
With the latter end of his course impacted by the pandemic, James says he wanted to take on the role of PIP chair to help the next cohort of members get as much out of the programme as possible.
鈥淚t鈥檚 a great thing to be involved with and I wanted to do more with the NFU in general.鈥�
Current challenges
While he鈥檚 optimistic at the thought of what is ahead, James acknowledges there is a series of major challenges facing the current PIP cohort as they look to develop their careers. Thus, the relationships they build during the programme could provide an important support mechanism.
鈥淎mong the challenges is how businesses are going to afford to get to net zero,鈥� he says, adding that competing factors are at play including welfare and disease prevention, as well as reductions in carbon.
Unsurprisingly, however, it is avian influenza James points to as the major hurdle his PIP successors will face.
鈥淭he biggest thing at the minute is the prevention of AI, the spread of AI, and the impact it is having across the sector.鈥�
The road ahead
Despite the challenges, James is excited about his new role and what he can bring to the programme.
鈥淭he biggest achievement for a PIP chair is the project working well for members and to see them progress in the industry.
鈥淥ne of the biggest successes would be to see the PIP members getting involved with government and legislation and trying to push for a level playing field in our industry in comparison to Europe.鈥�
