Sustainable Food

Sustainable Food Trust

Visualising the "How" of Sustainable LivestockProject Overview
Transfixus Creative was commissioned by the Sustainable Food Trust to provide the principal photography for their landmark report, "Grazing Livestock: It’s not the cow but the how." This comprehensive research piece explores the essential role that grazing animals play in a transition to a circular, resilient, and regenerative food system. Our role was to capture the "human and animal" heart of the report, documenting the farmers and landscapes that are proving livestock can be part of the climate solution. The Challenge
The public debate around meat and dairy is often binary, with all cattle frequently labeled as unsustainable. The SFT’s mission was to break this narrative by showing the profound difference between intensive, factory-style enterprises and regenerative, pasture-based systems. Our challenge was to create a visual library that translated complex data—such as carbon sequestration, biodiversity restoration, and soil health—into honest, compelling imagery that would resonate with policymakers, retailers, and the public. Our ApproachAs a creative partner, we worked closely with the SFT team to document the "boots-on-the-ground" reality of their core message. Our approach focused on:Authentic Farm Portraits: We spent time on various case-study farms, such as Ben Thomas’s farm, to capture the lived experience of regenerative producers. Landscape & Biodiversity: Our photography highlighted the "public goods" delivered by grazing, from the maintenance of cherished grasslands to the creation of biodiversity-rich habitats. The "Human Pulse": We focused on the connection between the farmers and their animals, illustrating the high standards of animal welfare and the social value inherent in these low-input systems. Narrative Clarity: By capturing the tactile details of "fertility-building leys" and mixed-species grazing, we helped the SFT visually "upcycle" technical agricultural concepts into a narrative about hope and resilience. The Result
The final report, published in May 2025, features our photography alongside contributions from leading climate experts and policymakers. The imagery has been instrumental in helping the SFT communicate their recommendations for a "land sharing" approach to food production. By providing a professional, grounded visual identity for this research, we helped ensure the report wasn't just read, but felt, reinforcing the legacy of the late Richard Young and the ongoing mission of the Sustainable Food Trust.