The article highlights Wes Graham's involvement in the Carbon Neutral 2030 (CN30) project, a four-year initiative aimed at helping the red meat industry achieve net zero emissions by 2030. Funded by Meat & Livestock Australia's Producer Demonstration Site program, the project guides farmers in measuring and reducing their carbon footprint, with a focus on productivity improvements. Participants use tools like the Primary Industries Climate Challenges Centre's Sheep and Beef Greenhouse Accounting Framework to calculate emissions and identify mitigation strategies. Graham, who supplies beef to a major supermarket with a carbon-neutral range, discusses the importance of professionalism and best practices in achieving carbon neutrality, emphasizing the need for farmers to take action and improve their environmental impact.