Will has been closely involved with the grass-fed movement for more than five years and was an early director of the Pasture Fed Lovestock Association, overseeing development of their groundbreaking animal traceability software. To spread the word about the benefits of grass-fed foods he set up the company GrassRoots Food in association with Graham Harvey, and published the book The Carbon Fields.

Having transitioned the family farm into a hub for a novel, collaborative land management system on a SSSI near the the mouth of the river Parrett, he is now working to facilitate others who are interested in the opportunities afforded by similar ideas, across the Somerset Levels and Moors within the Co-Adapt project.