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AHDB rebrand includes HDC and Potato Council

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New branding and a proposed new way of working for the Agriculture and Horticulture Development Board (AHDB) have been formally launched at the Cereals event in Lincolnshire last week.

The move, which was first announced in January, will see AHDB’s sector-focused activity delivered under six brands: AHDB Beef and Lamb, AHDB Cereals and Oilseeds, AHDB Dairy, AHDB Horticulture, AHDB Pork and AHDB Potatoes. Cross sector projects will be delivered as AHDB.

Speaking at the launch, AHDB Chair Peter Kendall stressed that sector specialisms would continue as part of the new plan: “Key to our new way of functional working will be retaining sector expertise and the input of AHDB’s Sector Boards. 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.”

The main AHDB Board has also agreed to start a reorganisation of AHDB’s senior team into wider functional roles. This is to drive collective delivery of activity in five areas covering industry strategy, technical, communications and market development, finance and HR.

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