Pig World
  • News
      • Animal Health
      • Breeding
      • Business
      • Environment
      • EU
      • Food Safety
      • Housing
      • Marketing
      • NPA
      • National Pig Awards
      • New Products
      • Nutrition
      • People
      • Pig Fair
      • Politics
      • Training & Education
      • Welfare
  • Features
    • Animal Health
    • Breeding
    • Environment
    • Farm Visits
    • Herd Recording
    • Housing
    • Marketing
    • Nutrition
    • Products
    • Training
  • Comment
    • AHDB Pork
    • Chris Fogden
    • Dennis Bridgeford
    • Peter Crichton
    • Red Robin
    • Veterinary View
    • Zoe Davies, NPA
  • Numbers
  • Pig Prices
  • Magazines
    • July 2025
    • June 2025
    • 2025 Innovation supplement
    • May 2025
    • April 2025
    • March 2025
    • 2025 Buildings supplement
    • February 2025
    • 2025 Nutrition Supplement
    • January 2025
    • December 2024
    • November 2024
    • 2025 National Pig Awards supplement
    • October 2024
    • September 2024
    • August 2024
    • 2024 Pig Health supplement
    • July 2024
    • June 2024
    • 2024 Innovation supplement
    • 2024 Pig & Poultry Fair Guide
    • May 2024
    • April 2024
    • 2024 Buildings Supplement
    • March 2024
    • 2024 Pig Nutrition supplement
    • February 2024
    • January 2024
    • December 2023
    • November 2023
    • 2023 National Pig Awards supplement
    • October 2023
    • September 2023
    • Health Supplement
  • Suppliers
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Classified
  • Events
    • Pigs Tomorrow
    • National Pig Awards
Podcast
Pig WorldPig World
  • News
      • Animal Health
      • Breeding
      • Business
      • Environment
      • EU
      • Food Safety
      • Housing
      • Marketing
      • NPA
      • National Pig Awards
      • New Products
      • Nutrition
      • People
      • Pig Fair
      • Politics
      • Training & Education
      • Welfare
  • Features
    • Animal Health
    • Breeding
    • Environment
    • Farm Visits
    • Herd Recording
    • Housing
    • Marketing
    • Nutrition
    • Products
    • Training
  • Comment
    • AHDB Pork
    • Chris Fogden
    • Dennis Bridgeford
    • Peter Crichton
    • Red Robin
    • Veterinary View
    • Zoe Davies, NPA
  • Numbers
  • Pig Prices
  • Magazines
    1. July 2025
    2. June 2025
    3. 2025 Innovation supplement
    4. May 2025
    5. April 2025
    6. March 2025
    7. 2025 Buildings supplement
    8. February 2025
    9. 2025 Nutrition Supplement
    10. January 2025
    11. December 2024
    12. November 2024
    13. 2025 National Pig Awards supplement
    14. October 2024
    15. September 2024
    16. August 2024
    17. 2024 Pig Health supplement
    18. July 2024
    19. June 2024
    20. 2024 Innovation supplement
    21. 2024 Pig & Poultry Fair Guide
    22. May 2024
    23. April 2024
    24. 2024 Buildings Supplement
    25. March 2024
    26. 2024 Pig Nutrition supplement
    27. February 2024
    28. January 2024
    29. December 2023
    30. November 2023
    31. 2023 National Pig Awards supplement
    32. October 2023
    33. September 2023
    34. Health Supplement
    Featured

    July 2025 issue of Pig World now available

    July 6, 2025
    Recent

    July 2025 issue of Pig World now available

    July 6, 2025

    June 2025 issue of Pig World now available

    June 4, 2025

    2025 Innovation supplement now available

    June 4, 2025
  • Suppliers
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Classified
  • Events
    • Pigs Tomorrow
    • National Pig Awards
LinkedIn X (Twitter)
Pig World
Marketing

AHDB gets fit for the future in market development restructure

John SwireBy John SwireJanuary 15, 20183 Mins Read
LinkedIn Twitter Facebook Email

The Agriculture and Horticulture Development Board (AHDB) is to restructure its exports, trade and consumer marketing teams to ensure it is ‘fit for the future’.

The proposals herald a move to a more agile and streamlined approach to consumer marketing campaigns, enhanced relationships with retailers and an export team ready to seize post-Brexit opportunities to open new markets.

The plans for change are driven by the need to have resource and capacity in the high-growth international export markets and the importance of changing consumer demand at home.

Changing consumer trends and the need to be current and relevant in communication and marketing work also helped shape the approach, while there is an ambition to deliver more activity based on partnership working to get the most value and reach for monies invested.

Christine Watts, AHDB’s Chief Officer for Communications and Market Development, said: “AHDB export and marketing work is an important investment our farmers, growers and industry make through their levy, totalling around £16 million per year.

“We need to invest this money in the most efficient and effective way and, in a post-Brexit world, we need to be structured to deliver where we can make the most positive impact.

“AHDB has a clear, strategic priority of helping the industry understand what consumers will trust and buy. Our marketing work must be relevant to the consumer and delivered in a way that reaches them effectively, with investment in talented people to deliver digital, online and social media campaigns.”

AHDB is aiming for the restructure to deliver savings in excess of £750,000 over two years, which it is intended to reinvest back into communications, events, online promotion, export and domestic marketing campaign activity. The restructure will be completed by April 2018. The proposals will also energise export work with staff dedicated to building markets in the EU, Middle East/Africa and Asia Pacific countries.

Christine added: “The proposed restructure is likely to see a small number of redundancies but will also offer new opportunities. These include, among others, the creation of a new Head of Domestic Marketing role charged with delivering a single overarching consumer marketing offering for all of AHDB’s sectors. There will also be new roles in our digital and international events teams to proactively promote products at home and abroad.

“In addition, there will be new heads of export roles for the red meat sector based on high growth markets like Asia Pacific, Europe, Middle East/Africa and, longer term, the Americas.

“We recognise that change is always difficult but we are committed to delivering a world-class service for our farmers, growers and industry. By making some tough decisions, as we have already done in the recent past, we will have an export, trade and marketing team which is flexible, closely aligned and working to a common agenda.”

The proposal for new AHDB exports roles in the Middle East, Africa and Asia Pacific reflects a drive from the industry to open up new markets for British products outside the EU. The new roles follow on from the decision in 2015 to appoint Karen Morgan as the UK’s first Agriculture and Food Counsellor in China – a post funded by AHDB from its inception.

The restructure will enable AHDB to achieve better value for money for farmers, growers and processors.

AHDB said the restructure would not affect the current pork marketing campaign.

Share. LinkedIn Facebook Twitter Email
Previous ArticleOur resolution to address the misery caused by tail biting
Next Article Supplementing sows’ milk in situ boosts litter weaning weight
John Swire

Read Similar Stories

GB pig prices for week ending July 12, 2025 – SPP continues to inch up

July 16, 2025

Defra issues timely holiday season reminder on strict personal import rules

July 16, 2025

Straw prices for the week ending July 20, 2025

July 16, 2025
Latest News

GB pig prices for week ending July 12, 2025 – SPP continues to inch up

July 16, 2025

Defra issues timely holiday season reminder on strict personal import rules

July 16, 2025

Straw prices for the week ending July 20, 2025

July 16, 2025
Sponsored Content

THE GATEKEEPER OF RESPIRATORY HEALTH – MYCOPLASMA HYOPNEUMONIAE (M.HYO)

April 30, 2024

Tackle the root cause of PWD with free diagnostic tests

March 1, 2024
Current Pig Industry jobs
  • Pig Stockperson – Ref 1763 Scotland

    • Scotland
    • Roadhogs Recruitment Ltd.
    • Full Time
  • Senior Piggery Stockpersons – Ref 1762 Western Australia

    • Western Australia
    • Roadhogs Recruitment Ltd.
    • Full Time
  • Assistant Pig Farm Manager – Ref 1761 Leicestershire

    • Leicestershire
    • Roadhogs Recruitment Ltd.
    • Full Time
GETTING IN TOUCH
  • Advertise
  • Contact Us
  • Meet The Editors
  • About Us
  • Email Newsletters
  • Subscribe
  • Reuse permissions
OUR SOCIAL CHANNELS
  • Twitter
  • LinkedIn
PARTNER EVENTS
RELATED SITES
  • Farmers Weekly
  • Agronomist & Arable Farmer
  • Farm Contractor
  • National Pig Awards
  • Pigs Tomorrow
  • Poultry News
  • Weekly Tribune
  • Privacy Policy
  • Cookies Policy
  • Terms and Conditions
© 2024 MA Agriculture Ltd, a Mark Allen Group company

Type above and press Enter to search. Press Esc to cancel.