The Courier & Advertiser (Angus and Dundee)
AHDB shares plan for levy investments
The AHDB has published plans for how levies will be invested across all its remaining sectors over the next five years.
The priorities for the beef and lamb, cereals and oilseeds, dairy and pork sectors follow engagement with the industry through the Shape the Future campaign which gave levy payers the chance to say what work should be carried out by AHDB on their behalf.
For beef and lamb, AHDB says future activities will be focused on supporting the sector’s overall reputation and they will concentrate on exports, marketing, market intelligence, animal health and welfare, environment and genetics.
For cereals and oilseeds, work will prioritise trusted variety and product testing and will include a major review of recommended lists and practical research and market intelligence.
It will also aim to reengage farmers in research decisions and continue the work on the potential
benefits of introducing a digital grain passport.
Dairy work will promote the sector’s reputation at home and abroad through consumer advertising, consumer education, reputational defence and exports, as well as offering practical support for farmers.
The pork sector will see AHDB target exports, with a focus on identifying lucrative markets and optimising access for all cuts.
Marketing messages will aim to inspire shoppers to choose pork for both home cooking and eating out.
AHDB chief Tim Rycroft described the plans as an important milestone towards delivering on the levy body’s promise to put levy payers at the heart of all it does.
He said: “The outcome of the last few months allows us to have a strong understanding of what our farmers and processors believe will benefit them most in terms of the work we do. The decisions that have been taken by our sector councils also take into consideration added financial pressures faced by all four sectors, in this difficult economic climate.”