On Monday, December 1, 2025, AHDB started a new chapter when our bureau team proudly stepped forward with a fresh identity: the customer services team.
The new name reflects the important role the team plays in supporting levy payers and strengthening connections across the organisation, placing customer service at the heart of what we do.
Alongside the change in name came new energy as recruits Amanda and Pragna joined the team. They bring fresh perspectives, valuable skills and additional knowledge to support our levy payers.
Their arrival has increased the team’s capacity and broadened the experience available to those who contact us, ensuring we continue to provide consistent support.
This rebrand marks a deliberate shift by AHDB to a more connected, collaborative and customer-focused approach for levy payers.
Led by manager Alar Allik and me, it reflects how proactive and responsive frontline support has become increasingly important in today’s fast-moving agricultural landscape. As systems evolve and compliance requirements grow, having accessible and knowledgeable support is more vital than ever.
Every day, levy payers need answers – sometimes quick, sometimes technical, always important. As the organisation’s primary point of contact, the team doesn’t just answer calls. It acts as a central hub of support, guiding levy payers through systems, regulatory requirements and essential processes that keep the farming industry moving efficiently and compliantly.
From managing AHDB’s contact centre to delivering support across 11 specialist services, the team’s reach is broad and their knowledge extensive.
Whether responding to routine queries, clarifying guidance or resolving complex technical issues, we ensure levy payers receive accurate information and practical solutions they can rely on.
eAML2
One of the team’s key responsibilities is running the nation’s only designated helpdesk for pig movements, the electronic pig movement licensing system (eAML2).
eAML2 sits at the heart of compliant and traceable pig movements in the UK. When farmers need help navigating the platform – whether recording movements accurately, resolving a technical issue or understanding regulations – the customer services team is there to support them.
Our expertise helps ensure movements are logged efficiently, reducing errors and supporting national traceability standards across the supply chain.
By providing timely assistance and clear guidance, we help maintain confidence in the system and support the smooth movement of pigs in line with regulatory requirements, minimising disruption and avoiding unnecessary delays.
Digital tools
We also support several digital tools and platforms that the English pork sector relies on daily:
l eMB (electronic medicine book): Helping farmers accurately record antibiotic usage and meet reporting requirements
l Pig Industry Training Programme: Supporting industry- recognised moving and handling training
l Pig Hub: Providing access to the Significant Diseases Charter and other vital information to support herd health and best practice.
These platforms may be digital, but their impact is very much hands on, improving welfare standards, strengthening compliance and boosting confidence across the supply chain.
By helping users navigate and understand these systems, we play a key role in supporting consistent standards across the industry.
Every question answered, every technical issue resolved and every compliant record submitted contribute to a bigger picture.
By supporting levy payers day in and day out, the customer services team help:
- Save valuable time on administrative processes
- Support the industry to maintain animal welfare standards
- Boost the sustainability and competitiveness of the UK pork industry
- Levy payers comply with confidence.
In short, behind every smooth-running system and every well-supported farmer, there is a team of real people making it happen.
The name may be new, but its impact is ongoing. Today, the customer services team stands as a cornerstone of AHDB’s promise to deliver consistent, expert and compassionate support.