Stepping into the role of pork sector director at the end of September has felt like a natural next step in my career, allowing me to bring nearly three decades of pig sector experience into a position where I hope to make a meaningful difference.
My years working across the supply chain have taught me that the British pig industry thrives only when every link in the chain is strong and supported.
The principle is simple: when farmers can invest in their businesses, they provide processors with the right quantity and quality of pigs, enabling the production of high-quality British pork that delights consumers.
Of course, this demand then drives growth across the sector, which is to the benefit of everyone. But while the principle is simple, delivering it in practice can be more challenging, and that’s exactly where AHDB can play a crucial role.
First six weeks
My first six weeks have been about listening, understanding our current activity and building the relationships that will underpin future delivery.
I’ve spent time with teams across the organisation – animal health and welfare, environment, communications, market development, export and product – all of which have been generous with their time and insights.
What has impressed me most is the depth of knowledge across AHDB and the genuine commitment to understanding the pressures facing agriculture today and delivering real value for levy payers.
A key priority for me is giving colleagues the clarity, stability and leadership they need to perform at their best. AHDB has been through significant change in recent years, and one of my commitments is to help bring a sense of steadiness.
A settled organisation, with clear purpose and empowered people, will always deliver better outcomes for those it serves.
It’s encouraging, therefore, to see the pork team moving forward with momentum, including the recruitment of a new engagement and communications manager – a role that will help us communicate more openly, listen more consistently and build confidence in what we deliver.
The sector council meeting at the start of October reinforced the value of the industry coming together to strengthen long-term viability and anticipate challenges.
Positives from that meeting included approval for an additional TV pork marketing campaign in 2026 to keep British pork front of mind during the key barbecue season, and agreement to invest a further £250,000 over three years to bolster the work on African swine fever preparedness.
I look forward to building on this positive momentum as we move into 2026.
Pivotal time
I’ve joined AHDB at a pivotal time, because each sector is developing individual strategies to support the organisation’s overarching ambition to unlock the success of British agriculture. I’m working closely with my team and the whole organisation to ensure the pork strategy is clear, focused and capable of delivering genuine value for producers, processors and the wider supply chain.
Looking ahead, my priorities are clear: to support the team to deliver work they can be proud of; to strengthen collaboration with producers and processors; and to ensure our strategic conversations translate into meaningful value for levy payers.
Underpinning all of this is my long-standing passion for the sector that has given me my career. I care deeply about British pig farmers, processors, hauliers, vets and everyone involved in keeping this industry moving.
The pig industry’s strength lies in its honesty, resilience and willingness to pull together in difficult times – and if we can build on those qualities, there’s every reason to be optimistic about the future.
Ultimately, my aim at AHDB is simple – I want to use my experience and understanding of the supply chain to help shape a more confident and sustainable pig industry that can grow, offer rewarding careers and build a reputation people are proud to be part of. And I’m fully committed to making that happen.