Our Impact

McDonald's AMP Grazing Project

Project Overview

The McDonald’s FAI AMP project looks to gain valuable insight into what Adaptive Multi Paddock (AMP) grazing looks like on a successful commercial UK beef system. AMP is a regenerative grazing technique that works with nature by placing cattle and their managers within the natural environment, mimicking natural processes in order to achieve more resilient farming systems. In 2020, FAI transitioned the beef enterprise over to AMP grazing and over the subsequent 4 years are collecting the detailed ethical, environmental and economic metrics to understand and document the impact of this novel grazing system.

Building upon our experiences and the progress demonstrated at the FAI farm, the McDonald’s FAI AMP project is creating a training platform that will help industry and other producers move UK beef production towards systems that give back to, and regenerate, our landscape.


Our Latest AMP Project Update: #AskAboutAMP

Our latest video answers the questions you asked about AMP.

The FAI team address a range of questions, from the practicality of keeping cows in cells and how long to keep them there; through to how we are building soil carbon and by how much. Finally, we briefly discuss the need for outcome based assessments of regenerative systems to ensure true regeneration for certification.

“Over the years FAI has played a critical role in determining the direction of our key agriculture programs. Bringing practical farming experience and deep sustainability knowledge to bear, FAI has helped ensure these programs bring value to both our business and those of our farmers.”

Keith Kenny
Vice President of Sustainability
McDonald’s Corporation

All videos

An introduction to Our Multi Paddock (AMP) Grazing project.

Tackling Farm's Red Flags - Clare and her team are looking closely at the root cause of problems on the farm by spotting ‘Red Flags’ such as weeds and cases of New Forest Eye. Find out how red flags can provide a deeper dive into what is really happening within the farm ecosystem

Project Blogs and Case Studies

US study proves AMP grazing offers sustainable gains for beef production

McDonald’s UK and Ireland & FAI: Demonstrating Commercial Regenerative Beef Farming

New Forest Eye at FAI:
Using red flags to guide regenerative decision-making

eLearning: Foundations of Regenerative Agriculture

It starts with you

This course is the perfect starting point for anyone looking to learn more about one of the most promising potential solutions to biodiversity loss and global warming. Through an interactive online learning you will better understand the challenges and opportunities of regenerative agriculture.

We explain how leveraging ecological principles and processes can move us towards food production practices that build resilience while at the same time producing the highest quality, nutrient-dense and delicious foods.