John Giles
John Giles, divisional director at Promar International, is a seasoned expert in AgriFood consultancy with nearly 30 years of experience. After earning an economics degree from Swansea University, he began his career in agricultural and food consultancy before joining Promar, where he has played a pivotal role in delivering projects across more than 60 countries.
In an interview with StartupCity, he emphasizes the evolving agricultural and food industries, highlighting sustainability and data-driven strategies.
Could you describe your primary roles and responsibilities, and how they contribute to the overall success of your work?
At Promar International, part of Genus, an agribusiness PLC listed on the London Stock Exchange, I lead high-impact consultancy projects in the AgriFood sector, oversee teams and foster strong client relationships. Collaborating with colleagues across multiple markets, I ensure the delivery of strategic insights and tailored solutions that meet our clients' evolving needs. My role also involves guiding teams through complex projects, while upholding Promar’s commitment to excellence. I actively engage with clients to explore new opportunities, drive business growth and expand our global presence.
“Aligning sustainability strategies with customer concerns ensures a more effective and impactful approach, as these priorities often reflect the broader interests of consumers and regulators”
What are the most significant challenges and trends currently impacting the agricultural industry?
The agricultural and food industry is constantly evolving, and today’s changes are as significant as ever. Several factors drive this shift, including geopolitical uncertainties, such as questions surrounding U.S. agricultural policies under a new president, which create global concerns about their potential impact on farming and food businesses. At the same time, climate change and the growing focus on food security are becoming important. These are often interlinked and understanding them is very important going forward.
Sustainability plays a crucial role in this transformation. We have seen a dramatic rise in client interest in sustainability over the past five years. This broad, complex agenda covers multiple areas, with our dedicated sustainability team, the fastest-growing part of our business, reflecting this demand. Our client base, ranging from government agencies to farming enterprises, major food companies and trade associations, increasingly seeks solutions in this space.
One of the key challenges for farming and food businesses is selecting the right technology to support sustainability efforts. With so many options available, the choice can at times be overwhelming. Timing and suitability are critical. Part of our role is guiding clients through these options to identify the best solutions for their broader objectives.
We often advise clients to consider their customers’ priorities, including water conservation, labour usage, packaging, recycling, food waste and climate change mitigation. Aligning sustainability strategies with customer concerns ensures a more effective and impactful approach, as these priorities often reflect the broader interests of consumers and at times regulators too.
Could you share a specific initiative you have spearheaded at Promar International to address these challenges?
Many of the projects we undertake involve clients seeking to reduce their carbon footprint in some capacity. We have developed our own carbon footprint tool to support them in this effort. Data plays a crucial role in this process. The first step is accurately measuring the carbon footprint of a farm, food business or other relevant operation. This measurement must be conducted regularly to track progress effectively. Beyond measurement, implementing actionable strategies is essential for clients to achieve meaningful reductions in their carbon footprint. Major food companies worldwide have made strong commitments to lowering their emissions and moving toward net-zero supply chains. Therefore, alongside consistent measurement, it is critical to introduce and implement initiatives that drive long-term carbon reduction.
What sage advice would you offer to a peer or aspiring professional in the field?
When developing a sustainability strategy, the key challenge is aligning with customer concerns, whether it’s water usage, waste management, recycling or carbon reduction. It’s essential to understand what matters most to customers and, in some cases, even their suppliers. For instance, water conservation is becoming increasingly critical in many regions around the world. While various technologies can help reduce consumption, the foundation of any sustainability initiative lies in data collection and independent verification.
Merely stating that a company is reducing its carbon footprint isn’t enough; it must be validated by an independent body. That’s why we have developed our own carbon measurement tool, ensuring our assessments are verified by the Carbon Trust, the UK’s leading authority on such matters. This guarantees transparency and credibility, reassuring stakeholders that sustainability claims are backed by solid data.
For businesses looking to improve sustainability, the first step is staying well-informed about local trends and global best practices in areas like water conservation, recycling and climate change mitigation. Once a company commits to sustainability, it must invest the necessary resources and maintain consistency. In today’s landscape, companies, particularly in the food and agricultural sectors, face growing pressure from both governments and customers to adopt sustainable practices. Those who take proactive steps will meet regulatory expectations and enhance their market position and long-term resilience.
