WHAT IS GROUNDED IN GOODNESS?

Grounded in Goodness is Aldi’s flagship sustainable beef programme, delivered in partnership with ABP. Aldi is already one of the UK’s largest buyers of British beef. 100% of the fresh beef sold in our UK stores is British – born, reared and slaughtered in Britain.

Our customers value high-quality British beef, and we want to help secure its future. That’s why we’ve developed Grounded in Goodness with ABP, to strengthen the sector and reward farmers taking practical steps to improve the sustainability of our beef.

The scheme has two clear aims: to help farmers make practical environmental and operational improvements on farm, and to demonstrate the role British beef farming can play in a more resilient and sustainable food system.

MEET OUR TEAM

Our team works alongside farmers, providing practical support, advice and guidance to help you get the most from Grounded in Goodness.

John Carter

CEO & Co-Founder

Owen Aspinall

Farm Engagement Manager

Oliver Hatton

Farm Project Manager

John Carter

CEO & Co-Founder

John Carter

CEO & Co-Founder

John Carter

CEO & Co-Founder

WHY CHOOSE GROUNDED IN GOODNESS

Grounded in Goodness is designed to recognise and reward the important work farmers do every day. By taking part, you become part of a programme that supports sustainable beef farming, while providing practical benefits for your business.

Greater security for you farm business…

Quarterly farm payments to provide you the confidence to invest in your farm business as you maintain and build upon the actions that contribute to a resilient farm.

Created with farmers for farmers…

As part of Aldi’s Grounded in Goodness programme, a dedicated group of Horizon Farmers work alongside Aldi and ABP to help shape the future of the scheme. The group provides practical insight and real-world experience, ensuring Grounded in Goodness remains farmer-led and focused on driving continuous improvement in sustainability.

DOWNLOAD OUR FREE GUIDES TO GET STARTED

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Download our free guide

REGISTER

Complete the Grounded in Goodness enquiry form and a member of the Grounded in Goodness team will contact you.

FREQUENTLY ASKED QUESTIONS

Whether you’re thinking about joining or already taking part, take a look at our frequently asked questions below, or get in touch with the team.

Ask a question

ABP are our partners for delivering Grounded in Goodness, the scheme welcomes both existing and new ABP farmers.
As a new farmer you will be able to register as a new supplier of cattle to apply for scheme membership.
Your local ABP livestock representative or visit the Grounded in Goodness website to discuss supply.