26 March 2026, 13:00-14:00 GMT.
Register today
Join 3Keel deforestation and commodity supply chain experts to explore the implications of the updated AFi Operational Guidance covering Commitments and Progress Pathways. Will Schreiber, 3Keel director and representative of the Retail Soy Group, and Ruth Jenkins, Senior Consultant, will guide you through where companies should prioritise their efforts to align with the AFi to mitigate deforestation.
This highly practical 60 minute session will include a live Q&A.
Context
The Accountability Framework Initiative (AFi) guidelines provide a comprehensive, consensus-based roadmap for companies to eliminate deforestation, ecosystem conversion, and human rights abuses from agricultural and forestry supply chains. In December, the AFi published new Operational Guidance on Commitments and Progress Pathways.
This document sets out updated principles and expectations for how companies should:
- Set deforestation-related commitments
- Take meaningful action across their supply chains
- Monitor, disclose and report on progress
What to expect from the webinar
As expectations evolve and 2025 targets pass, many companies are reassessing their deforestation strategies. This session is designed to help organisations understand what the updated guidance means in practice — and how to respond with credibility and aligned ambition.
As specialists in supporting retailers, brands and downstream companies on deforestation policy, risk assessment and traceability mapping, 3Keel is well placed to translate this guidance into practical action. Building on the recent AFi webinar, which explored the guidance in detail, this session will apply a pragmatic lens, focusing on the practical implications, anticipated challenges and what “good” looks like.
Will and Ruth will give you insights into the interesting developments and clarifications to equip you with knowledge on how the guidance impacts your business and future ambitions.
Key Questions We’ll Address
- What should you do if you have not met your 2025 deforestation targets?
- How should you strengthen your post-2025 forest policy in line with AFi guidance?
- How do expectations differ depending on your position in the supply chain?
- How can commitments be tailored and phased while maintaining credibility?
- What does transparent, robust progress reporting look like under the updated framework?
Who should attend
This webinar will be most useful for sustainability and/or deforestation leads in: consumer goods, food manufacturing, food retail, food service, livestock and dairy.
About our speakers
Will joined 3Keel as a Director in 2014, joining the three Founder Directors. He has a unique background merging core business and environmental science disciplines throughout his professional and academic life. He has advised business, governments and the third sector on sustainability issues for nearly 20 years and has worked as the key advisor for some of the world’s biggest businesses and financial institutions on building low impact, resilient supply chains and portfolios.
Will is recognised as a pragmatic advisor and communicator with deep subject matter expertise in environmental, commercial and strategic opportunities and challenges impacting food sector businesses. He is a specialist in sustainable commodities, large scale product impact analysis, metric development, and the strategic implementation of programmes.
Throughout his career he has delivered analysis, insights and evidence-based solutions to a wide range of sectors, from beverage products to electronics. Some public facing examples of his work include: facilitating the Palm Oil Transparency Coalition; representing the Retail Soy Group; assessing deforestation risk and progress in multi-national company supply chains; and being one of the main authors of WRAP’s widely acclaimed Food Futures report.
Ruth is a Senior Consultant in the Sustainable Commodities team at 3Keel, supporting clients to improve supply chain traceability and build resilience in forest-risk commodities supply chains. Ruth works with major FMCG brands and UK retailers on supply chain mapping, due diligence, policy and resilience frameworks.
Ruth has over ten years of experience across sustainability, food systems, and commercial strategy. Prior to joining 3Keel, Ruth worked for a regenerative agriculture start-up and held a senior leadership role at a premium food brand where she launched a retail proposition from scratch. She began her career in management consulting, supporting clients such as M&S and Waitrose in project delivery, change programmes, and communications.
Róisín is a Senior Consultant in 3Keel’s Commodity Supply Chains team where she supports clients including retailers, FMCG companies, and NGOs, in identifying and addressing environmental and social risks across a variety of commodities such as cocoa, palm oil, timber, soy, and seafood.
Her work spans supply chain mapping, risk assessments, roadmap creation, and policy development, all aimed at guiding clients on their sustainable sourcing journeys. She also plays a leading role in convening and facilitating several multi-stakeholder coalitions within 3Keel including the Palm Oil Transparency Coalition and the Sustainable Seafood Coalition. In this capacity, she brings together diverse businesses to tackle shared challenges and drive progress in sustainable supply chain practices.
