New look and structure at AHDB

The Agriculture and Horticulture Development Board (AHDB) has unveiled new branding and a new organisational structure, which will see its activities divided into six separate brands - beef and lamb; pork; cereals and oilseeds; dairy; horticulture; and potatoes. 

These are now known as AHDB Beef and Lamb (formerly Eblx), AHDB Pork (formerly Bpex), AHDB Cereals and Oilseeds, AHDB Dairy, AHDB Horticulture; and AHDB Potatoes. Cross sector projects will be delivered as AHDB.

In addition, the AHDB’s senior team are also to be reorganised into wider functional roles, covering industry strategy, communications and market developments, technical, finance and human resources.

“Key to our new way of functional working will be retaining sector expertise and the input of AHDB’s sector boards,” said chair Peter Kendall. “We will also continue to ensure that levies raised in a sector will be spent for the benefit of that sector.

“Our role is to help put a number of building blocks in place to support the future growth of a competitive farming industry. By working together, sharing expertise and skills across our organisation, I know that AHDB can build on the excellent work it is already providing for all our levy payers.”

He added that the AHDB had rolled out a number of projects in the past six months with the aim of delivering long-term benefits for farmers and producers, including the UK’s first agriculture and food counsellor to China, funded by the body .

“This new three-year appointment will help pave the way for building on the estimated £215 million of UK food and drink exports to China each year,” he said.

Innovation would be key to future AHDB activities, he added. “Encouraging farmers and growers to innovate will be crucial for the future sustainability of our industry.

“These activities are just some examples of how a joined up approach can deliver more return on investment for levy funds. I hope that by anchoring this strategic way of working in AHDB, we can deliver more benefits for farmers and growers.”

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