Our finalists stepped into the world of professional media and digital storytelling recently as part of their participation in the ABP Angus Youth Challenge. The Challenge is an annual competition funded by ABP in partnership with Certified Irish Angus to nurture the next generation of agricultural advocates and helping young people share their experience of farming and food production with wider audiences.

The training day was designed to help them become confident ambassadors for the agricultural industry. The event was hosted at the Cool FM/Downtown Radio new studios in City Quays Belfast.

The students, who are all finalists in the 2026 ABP Angus Youth Challenge, were given the knowledge and confidence to communicate the purpose and value of the research projects they are undertaking, while understanding how online media can be used effectively to reach wider audiences and increase awareness of sustainable agriculture and food production.

Throughout the day, they took part in interactive workshops led by experienced media professionals from Cool FM/Downtown Radio. Guest speakers, Cool FM presenters Paulo Ross and Melissa Riddell shared insights into how social media platforms work and how as content creators they have managed to successfully build large followings on social media.

Keith Law, Head of Creative at Bauer Media NI, delivered a practical creative session focused on identifying target audiences, developing clear messages and building confidence in script writing and delivery.

As part of the hands-on element of the training, students worked in teams to create and record 30-second adverts, gaining first-hand experience in digital storytelling and media production.

The session also included guidance on staying safe online and using social media responsibly, ensuring students understand the importance of maintaining a positive and professional presence when representing their schools, projects and the agricultural sector.

ABP, together with Certified Irish Angus, invest in the ABP Angus Youth Challenge to provide young people from Northern Ireland with opportunities to develop practical skills beyond the classroom. It offers hands-on experience of rearing Angus beef cattle through to finishing along with the opportunity to gain soft skills needed to succeed in the workplace.

ABP and Certified Irish Angus four finalist school teams in the 2025-2026 ABP Angus Youth Challenge have been announced. Ballymena Academy are no strangers to the competition having reached the final before. This year’s finalist duo will be working on a project focusing on genetic literacy in beef production and how breeding information can be made more accessible for farmers. With genomics and data-driven selection playing an ever-increasing role in herd performance, the team hopes to explore practical ways for producers to use breeding information to improve efficiency and long-term sustainability.

Blessed Trinity College in North Belfast have also secured a place in the final. This is the first time the school has entered the competition. The team of four plan to use their urban setting as a platform to strengthen consumer understanding of the farm-to-fork journey. Despite having no farming background, this team aims to help the North Belfast community better understand how local Angus beef is produced, responding to growing consumer interest in traceability, sustainability and food provenance.

Also in the final for the first time, the team from St. Patrick’s College, Dungannon, will investigate how increasingly variable weather patterns in Northern Ireland affect beef farming. Gary Gillespie, Dara Cush and Darragh McCann intend to examine the strengths and vulnerabilities of grass-based versus forage-based production systems. This topic addresses the challenges faced by livestock farms coping with unpredictable seasons and the need for climate-resilient systems.

The fourth finalist school is St. Patrick’s High School, Keady. Representing their school in the final for the first time - this team of three will explore how use of technology can break down barriers and create opportunities for all in farming and the wider agri-food industry. With succession, skills and talent important to the sector’s future this team intend to champion diversity and generational renewal.

Managing Director of ABP in Northern Ireland George Mullan said:

“The calibre of entries this year was outstanding. The challenge encourages teenagers to engage with real issues facing our industry. With a blend of rural and urban teams in the final stage, with and without family farming backgrounds, we are looking forward to how these schools not only make the most of the Challenge but also how they share their different perspectives and get to know each other when they join us for training and our study trip.”

CAFRE’s beef advisory unit will be supporting the four finalist teams as they rear their Angus cross calves and gain direct experience of what sustainable beef production looks like in practice.

ABP Angus Youth Media Training Develops Young Farming Voices

2025 Finalists Announced