The Agriculture and Horticulture Development Board (AHDB) re-brand was formally launched at today’s Cereals event along with a “proposed” fresh way of working for the new-look organisation.
The changing working structure will see AHDB’s activity being 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.
Last week, however, the main AHDB board also agreed to start a reorganisation of AHDB’s senior team into wider functional roles, in a move to drive the delivery of activity across five areas, covering industry strategy, technical, communications and market development, finance and HR.
“Key to our new way of functional working will be retaining sector expertise and the input of AHDB’s sector boards,” said AHDB chair, Peter Kendall (pictured). “As such, we will continue to ensure that levies raised in a sector will be spent for the benefit of that sector.”
The organisation’s sector boards are due to meet later this month to discuss priorities for their sectors and for AHDB as a whole. This will be completed prior to a planned “wider industry discussion” on future AHDB activity later this year.
In order to minimise rebranding costs, existing supplies of legacy branded materials will be run down over the next few months. Earlier this year the AHDB board said it aimed to keep the core costs of the rebrand at £60,000.
Headline image shows the AHDB brand launch cup cakes, superimposed with the AHBD pork logo