BPEX to rebrand as AHDB Pigs

The Agriculture and Horticulture Development Board’s (AHDB) operating divisions will be rebranded later this year to create a “simplified family of levy-payer facing brands” under the AHDB name.

From this summer, the existing sector names will be changed meaning that BPEX becomes AHDB Pigs, DairyCo becomes AHDB Dairy, EBLEX becomes AHDB Beef & Lamb, HDC becomes AHDB Horticulture, HGCA becomes AHDB Cereals & Oilseeds and the Potato Council becomes AHDB Potatoes.

The move, which had been widely rumoured, followed a recommendation from an AHDB sector board member conference in November 2013 and a commitment in last year’s AHDB Corporate Plan to look at “creating a simplified family of brands”. The AHDB Board has agreed that it’s now the time to progress this commitment.

“This is an important step forward for AHDB as we move towards our aim of looking, feeling and behaving as one organisation,” AHDB chairman Peter Kendall said. “Coming together under one simplified brand can help AHDB increase our influence on behalf of our levy payers. This will ensure we are in a better position to make the most of future industry opportunities.”

A detailed roll out plan is now being produced with the intention of using up existing stocks of sector-branded materials to ensure the changeover is achieved at minimal cost.

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