AHDB addresses levy payer priorities

The Agriculture and Horticulture Development Board (AHDB) has released a report on the ‘Activity Review’ it undertook last autumn and winter listening to levy payers’ views on challenges they are facing. 

To achieve feedback, AHDB held 15 open levy payer meetings across Britain with more than 300 attendees. The industry body collected 670 survey forms.

“The aim of the activity was to get a root-and-branch perspective from farmers, growers, processors and key stakeholders on the key challenges and opportunities they face as well as the areas where they feel AHDB can make the biggest impact on their businesses,” said Tom Hind, AHDB’s chief strategy officer.

“Above all, this was a listening exercise and we are extremely grateful to all those who took the time to participate.”

Hind said that he wasn’t surprised to see low profitability and volatility named as two of the main challenges facing the industry. “Levy payers want AHDB to do more to help producers cope better with global market volatility, develop the brand reputation of British food at home and overseas and grow the market. They also want us to communicate better with them and more clearly demonstrate the ‘value’ of AHDB work to levy payers.”

The report has collated key findings expressed by the industry. “What matters now is how AHDB and its sector boards respond to the challenges identified by levy payers. We’re making some changes already – strengthening our evaluation, reviewing our communications, improving our digital capability and adjusting our sector plans.

“Through the coming months our boards will be reviewing their strategies to ensure they are focused on making the biggest difference for levy payers in each sector.”

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