Peter Melchett, Policy Director of the Soil Association and Organic Farmer

Peter Melchett was famously arrested for destroying some GM crops with other activists while he was executive director of Greenpeace. He then attained further notoriety by leaving Greenpeace to work for Burson Marsteller, a large PR firm with clients including Monsanto, Shell and Union Carbide. Knowing this from the press, I was fascinated to meet Peter and hear his rationale for change. What I discovered is not an activist who has sold out but a passionate organic farmer, campaigner and also business consultant. Peter explains the importance of the evolution of campaigns and the need to work in different ways depending on the point on the trajectory of the issue.