Amid widespread scepticism, the UK farming industry has faced up to the challenge of AMR head-on, voluntarily halving use of antibiotics to treat foodproducing animals in just five years. This has been achieved through a ‘target-setting’ initiative which owes its success to a unique collaboration between veterinary surgeons, farmers and the food supply chain, and government regulators. Gwyn Jones, Fellow of the Royal Agricultural Society of England, reflects on what worked and what the aims are for this extraordinary initiative going forward.