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Prof Richard Tiffin

Chief Scientist, Centre of Agricultural Informatics and Metrics of Sustainability

Professor Richard Tiffin is the Director of the Centre for Food Security at the University of Reading, a position he has held since 2010. The Centre capitalises on Reading’s existing reputation in the agri-food sector by fostering internal and external collaborations to meet the multidisciplinary food security agenda.

Richard’s first degree is in Agriculture (specialising in Agricultural Economics) from the University of Newcastle upon Tyne and he completed a PhD in Agricultural Economics at Wye College, University of London. Prior to joining the University of Reading in 2000 he spent five years lecturing in Agricultural Economics at the University of Newcastle upon Tyne before joining the Department of Economics at the University of Durham.

Professor Tiffin has been the recipient of numerous research contracts, and his current research is focused on diet and health policy. His work has examined the impacts of alternative food policies on land use in the UK and the impacts of a ‘fat tax’ on health in the UK. Currently, Professor Tiffin’s research group is developing an empirical framework to better understand the cognitive underpinnings of dietary choice.

Richard co-led the proposal for a new £25M Agritech Centre for Innovation in Agricultural Informatics and Metrics of Sustainability (AIMS). AIMS is managed by a consortium of leading industry and academic partners including the University of Reading, Rothamsted Research, Scotland’s Rural College (SRUC) and the National Institute of Agricultural Botany (NIAB). AIMS will provide a one-stop-shop for businesses, universities and research organisations to integrate data across the whole food chain, and then use smart analytics (statistics, visualisation and modelling) to identify solutions that would otherwise evade insight.
Professor Tiffin has published widely in academic journals and books; his research findings are frequently reported in the international and national press and he has appeared as an expert commentator on national TV and radio. Professor Tiffin sits on a number of advisory panels and research committees, including the FSA Social Science Research Committee.

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