Dr Amy Jackson is a highly respected communications specialist and researcher with extensive experience in the UK dairy sector.
She is the founder of Oxtale, an agribusiness PR consultancy specialising in issues and crisis management, and has spent over two decades advising farming organisations, processors, and food businesses on reputation, conflict resolution and behaviour change, with a particular eye on building bridges with the public.
As well as serving as Head of Communications for the Milk Development Council, Amy has provided guidance on managing challenges around ‘megafarm’ projects, supported businesses at the centre of the horsemeat storm, and led the communications turnaround on antibiotic use in UK livestock for RUMA.
Her PhD at Nottingham Vet School examined public preferences for dairy farming in the UK, work which has changed the way she approaches difficult reputational challenges for the sector such as animal welfare, environmental performance and supply chain integrity.
She has also contributed her expertise to numerous technical and policy groups, helping shape practical, evidence-based approaches that balance high production standards with the commercial realities of farming across a broad range of systems.
On her appointment Amy said, ” I’m a strong believer in farm assurance, an evidence-based approach, and the power of a diverse group—which makes this role my perfect challenge. The TAC contains some very talented and knowledgeable people, and I’m committed to making sure that not only is everyone’s voice is heard, but we find robust ways forward on some very tricky technical challenges which lie ahead for the dairy sector.
On welcoming Amy to the role, Dairy Sector Board Chair Tim Lock said, “I am delighted that Dr. Amy Jackson has agreed to take over as Chair of the Red Tractor Dairy Technical Advisory Committee. Her wide experience across the whole dairy supply chain will be invaluable as we move forward to make sure our standards are relevant, robust, and fit for the future for farmer, processor and retailer.”