Meet The Team
James Daniel
James Daniel grew up on his family’s beef and sheep farm in Cornwall, where he developed a strong connection to livestock farming. After studying Agricultural Engineering at Harper Adams University, he gained industry experience working across the UK and Ireland for AGCO. In 2015, a review of the family business highlighted pasture management as a key limitation, sparking James’s journey to New Zealand.
There, he worked at Burleigh Station, an innovative beef farm practicing regenerative farming through TechnoGrazing. The experience shaped his approach, demonstrating how diverse pastures and effective grazing management could double production compared to regional averages.
On returning home, James founded Precision Grazing Ltd in 2016 and led an AHDB project comparing TechnoGrazing with set-stocking. The results proved how improved grazing management could significantly enhance efficiency and productivity while reducing inputs. Today, James works with farmers across the UK, implementing pasture-based systems that deliver measurable results and supporting peer-to-peer learning through regional discussion groups.
James’s expertise spans business planning, regenerative farming systems, and grazing platform design, earning him recognition among corporate and agri-tech companies. As founder of both Progressive Farming Company and Grassroots Farming, he is dedicated to driving innovation in pasture-based production. Away from work, James enjoys time outdoors with his wife and daughters and, true to his Cornish roots, is learning to surf.
The biggest barrier to change is knowledge & confidence, my team and I are here to help guide farmers through their transition and enable them to achieve success without the stress!”.
Rhys William
Rhys William lives and works on his 60-hectare family farm on the Llyn Peninsula in North Wales, where he runs store sheep and dairy heifers on a low-input, intensive grazing system. Beyond the family farm, Rhys is actively involved in a regenerative sheep and cattle joint venture near Abergele, where he holds an equity share. This hands-on experience gives him a unique perspective on innovative farming models and practical business strategies.
Joining Precision Grazing in 2018, Rhys brings extensive expertise in designing and managing profit-focused, pasture-based beef and sheep systems. Trained in holistic management and farm business succession, he supports farming businesses to improve their sustainability, resilience, and long-term viability. Rhys uses his own share farming experience to guide others, helping them build successful ventures with well-structured enterprise budgets as a foundation.
A fluent Welsh speaker, Rhys facilitates several discussion groups through the Farming Connect Programme, creating opportunities for peer-to-peer learning and collaboration. He is passionate about helping farming families achieve their business potential. A trained facilitator he provides clear guidance, fostering accountability, and supporting communication between family members during the transition to succession.
A husband and father of three, Rhys is a devoted rugby fan and junior team coach, proudly supporting his sons on the field. When he’s not on the farm or the pitch, he enjoys running and spending time with his family exploring the beautiful beaches of North Wales.
“A prosperous, financially, and environmentally friendly livestock farming industry is crucial to rural communities. I take pride in supporting farmers to change their businesses and achieve their personal goals.”
Sarah Morgan
Sarah Morgan grew up on her family farm in South Shropshire, which has transformed over the past eight years into a mixed, pasture-based system integrating dairy beef, sheep, and arable rotation. Alongside farming, Sarah established and manages a successful holiday let business, balancing these commitments with her role at Precision Grazing.
After earning a degree in Agriculture with Farm Business Management from Harper Adams University, Sarah joined Precision Grazing in 2019. Her placement year in New Zealand sparked a passion for profitable, pasture-based systems that align with lifestyle goals and long-term sustainability. A recent move to Cornwall inspired Sarah to establish a joint venture on her family’s farm, improving efficiency while enabling her father’s smooth retirement. In Cornwall, Sarah and her partner are rearing calves to finish off forage, further diversifying her practical farming experience.
At Precision Grazing, Sarah excels in helping farmers align their systems with their farm’s unique potential to boost performance, profit, and enjoyment. She has conducted comprehensive business reviews, optimised stocking rates, and guided farmers through the transition from set stocking to a variety of managed grazing systems, including regenerative and performance-focused approaches. Sarah also facilitates dairy discussion groups in Wales and leads the Precision Grazier Group within the wider discussion group network.
Passionate about helping farmers achieve their goals, Sarah combines technical expertise with a practical, people-centred approach. When she’s not working, she enjoys the balance of rural living in Cornwall, continuing to explore opportunities to progress both her own and her clients’ farming ventures.
“There is so much potential on farm to increase performance, profits, and enjoyment by developing pasture based enterprises suited to their land. I enjoy working with our clients to unlock their true potential.