Q&A with Kendra Tolley about Developing an Insetting Model for Australian Beef 

‍Q. Tell us about the industry/government collaboration happening there.

The Zero Net Emissions Agriculture CRC is a collaboration between industry, the Australian government and leading researchers. The group conducts research projects on innovative approaches to reduce emissions on Australian farms and ranches. Athian is involved in one of the projects called, Project 4030: Demonstrating an Insetting Business Model in the Beef Value Chain. The goal of the project is to develop a workable concept for how members all along the beef value chain might mutually benefit from emissions reduction activities, generating a model that will be accepted by the Australian government for implementation country wide.
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‍Q. How would you describe the way Australian farmers think about sustainability?

As one of the largest beef producers in the world, the Australian beef industry is unique in the sheer vastness of land it occupies. Predominantly grass-fed, cattle graze an estimated 40% of the countryside. In Australia, environmental stewardship is not simply a regulatory obligation — it is deeply embedded in the national identity and culture. The land, its extraordinary biodiversity and the preservation of natural ecosystems are central to how Australians see themselves and their place in the world. This cultural foundation makes the commitment to positive environmental impact all the more genuine. 

So, it was inspiring to witness that commitment firsthand, while seeing the industry remain clear-eyed about the practical needs of its people. Any meaningful effort must be affordable, right for the animals, and right for the farmers and ranchers involved. My ah-ha moment was recognizing how environmental responsibility carries equal weight to the commercial and practical realities of the industry — not as a tension to be managed, but as a shared value to be upheld. While Australia may have a smaller pool of potential Scope 3 credit buyers than the U.S. given the relative size of the industries, that unique cultural dynamic gives real reason for optimism that more companies will choose to participate.
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Q. How did Athian come to be involved?

The Australian Agricultural Company (AACo), one of Athian’s investors, brought us into the conversation; specifically, they were interested in learning from the insetting platform we already developed and currently employ on behalf of the U.S. dairy industry. My role in the group is to share our experiences at Athian to help move what would otherwise just be a great idea into practical application for Australia. University of Melbourne’s Dr. Richard Eckard, a member of our Scientific Advisory Board, serves as a science leader on the CRC, further linking us to the effort. No one is more knowledgeable about what technologies and methodologies will yield achievable results in Australia than Dr. Eckard. 
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Q. Describe the current research project and Athian’s role.

Athian is conducting a pilot with AACo using a specific methane mitigation technology that we hope will demonstrate how an insetting model could work. Our role is to provide the specific protocol, or methodology, that AACo needs to follow, affirm that they are following it precisely, and then collect the data to quantify and verify the outcomes, which, in this case, will be emissions reductions. We will then generate and register the reductions as insets at the end of the project and, finally, transfer/assign ownership of those credits to all appropriate parties for their Scope 3 claims. 
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Q. What is the final deliverable for the project?

The output of the CRC will be a white paper outlining the pilot project findings. But ultimately, we’re working toward a government-accepted methodology for sharing claims and credits from mitigation efforts within a specific supply chain. We hope to demonstrate how this could work in Australia so that the industry can invest in these types of emission-reducing activities knowing they are being done in a science-based and credible way that is accepted by the government. 
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Q. What are the unique challenges or opportunities with this project?

The challenge and opportunity are the same. The Australian government has set net zero targets under the Paris Climate Agreement and is actively working with industry to achieve those goals. As part of this effort, the government is requiring companies to report Scope 3 emissions, motivating them to employ new technologies and models to reduce emissions. What seems like a challenge could be an opportunity though, given this research project and Athian’s experience in this space. We can give companies the ability to credibly invest in mitigation activities and then apply the positive outcomes toward their reduction goals. 
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Q. Part of the project is focused on co-claiming/co-funding. Can you explain that?

We believe we are the only platform that provides a systematic way to allow companies to co-claim or co-fund mitigation activities and receive credit for that investment. That’s how we do it in the U.S. today. So, our objective with the Australia pilot is to demonstrate in Australia, with Australian companies and Australian beef cattle, how we can achieve this. This is important because it allows for greater collaboration and cost-sharing to implement specific mitigation technologies, making it more attractive and financially accessible to get involved regardless of the size of your operation or company. 
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Q. Any final thoughts?

The commitment to sustainability in Australia from producers, processors, CPGs, and retailers, was affirming. It validated for me that we are doing the right things for the right reasons. To visit with like-minded people who see what Athian is doing as worthy was very inspiring. And big news — Athian formally incorporated in Australia while we were there, which underscores our belief that this market holds incredible potential for the expansion of our business into new geographies and new livestock species.