Rob Ward is CEO and co-founder of Vitagri, the UK institute working on the link between how food is grown and what it contains. He co-authored Growing Health 2026: From Soil to Human Health, a synthesis of evidence showing that the same crop can vary widely in nutritional value depending on soil, variety, feed, and management. He built Pulse Brain, a verified, graded catalogue of more than 23,000 studies on nutrient density and soil health that anyone can search, and leads Vitagri Vitals, which runs pre-registered causal analysis on farmers’ own data to show which practices move which nutrients. He works with growers, retailers, and research institutes in the UK and Europe to measure and verify food quality.