Eblex and Bpex set for name change

The Agriculture & Horticulture Development Board (AHDB) has announced changes to Eblex and Bpex as part of its rebranding to create a “simplified family of brands”. 

From summer 2015, Eblex, the beef and lamb levy board, and its sister organisation for pork, Bpex, will be re-named AHDB Beef and Lamb and AHDB Pig respectively.

The decision follows the AHDB board member conference in November 2014 where the decision was made to simplify the brands under the same AHDB umbrella.

AHDB chairman Sir Peter Kendall said: “This is an important step forward for AHDB as we move towards our aim of looking, feeling and behaving as one organisation.

“Coming together under one simplified brand can help AHDB increase our influence on behalf of our levy payers. This will ensure we are in a better position to make the most of future industry opportunities.”

The board reported the Better Returns Programme and Recommended Lists will remain as part of this branding activity. Using up existing stocks of sector branded material, for instance Eblex marketing kits, is a priority to keep costs of the rebrand to a minimum.

In November Kendall stated AHDB was seeking a wider debate on the role of organisation and what it needs to focus on to deliver a “centre of excellence” for its industries.

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