Global Roundtable for Sustainable Beef Appoints MHP Mischief as its Global Agency of Record

The Global Roundtable for Sustainable Beef (GRSB) has selected MHP Mischief to support its work in advancing the continuous sustainable improvement of the trillion-dollar global beef value chain.

The appointment follows an extensive international search, with more than thirty agencies worldwide responding to GRSB’s initial brief. As GRSB’s Agency of Record, MHP Mischief’s remit includes narrative development, stakeholder engagement, digital strategy and media relations.

The win builds upon MHP Mischief’s fast-growing portfolio of ‘Climate, Sustainability and Supply Chain’ clients, which include agtech leaders Syngenta, aquaculture specialists Benchmark Holdings and FTSE250 specialist ingredient company Tate & Lyle.

The MHP Mischief team is led by Deputy CEO Nick Barron, Director Sam Holl and Associate Director Skye Buttenshaw.

Nick Barron, Deputy CEO at MHP Mischief, said:

“The agricultural sector is brimming with innovative ideas to reduce human impact on the planet and it is an honour to work with an organisation that plays a central role in enhancing animal welfare and human rights, cutting greenhouse gas emissions, and improving stewardship of Earth’s natural resources.”

Ruaraidh Petre, Executive Director at Global Roundtable for Sustainable Beef said:

“MHP Mischief’s experience of working at all points in the agricultural value chain; with regulators, buyers, suppliers, multinational producers, farmer co-operatives and industry bodies, makes them ideal partners for GRSB and our members. Their work stood out for its insight and imagination.”