Jordans Cereals’ biodiversity collab provides real-world model of working towards sustainable food system The Jordans Farm Partnership (JFP) – spearheaded by The Jordans, Dorset & Ryvita Company, owned by Associated British Foods – provides a valuable example of how it is possible to make significant gains for nature without negatively affecting profits. The partnership – now in its fifth year – is pioneering the UK government’s calls to encourage farmers to preserve habitat on their land. At the end of last year, the government introduced a new Environmental Land Management (ELM) scheme in England, the centrepiece of which will provide incentives for farmers working to create, manage or restore habitats on their land. However, the scheme has been widely criticised for failing to provide sufficient detail on how this new model will be executed.