AHDB to continue sponsoring LIPs during 2018

AHDB Pork has announced it will continue to sponsor Ladies in Pigs (LIPs) throughout 2018.

The sponsorship will be worth £100,000 for LIPs and will see the two organisations continue to work together to promote British pork throughout 2018. It will be used by LIPs where they feel they can best make a difference to encourage the promotion, sales and consumption of British pork throughout the year, AHDB Pork said.

“We’re looking forward to working together to champion the industry, change consumer perceptions, and, ultimately, promote pork,” the levy said.

The future of the organisation, which is currently recruiting to replace chair Sue Woodall (pictured, centre), had been in doubt. LIPs is now set to continue and plans to adopt a new approach to promoting Red Tractor Pork, including a greater emphasis on social media.

The announcement that the organisation, which has been going since 1991 and currently has 250 members nationwide, will be welcomed across the pig industry. At a recent meeting to discuss its future, industry representatives, including NPA chief executive Zoe Davies and chairman Richard Lister, voiced for their support for the continuation of the organisation.

 

 

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Editor of LBM titles Pig World and Farm Business and group editor of Agronomist and Arable Farmer. National Pig Association's webmaster. Previously political editor at Farmers Guardian for many years and also worked Farmers Weekly. Occasional farming media pundit. Brought up on a Leicestershire farm, now work from a shed in the garden in Oxfordshire. Big fan of Leicester City and Leicester Tigers. Occasional cricketer.