The Agriculture Horticulture Development Board (AHDB) has officially launched its rebranded identity across all of its sub divisions.
Under the move, which was formally announced and unveiled by AHDB chair Peter Kendall at this week (w/c 15 June)’s Cereals event in Lincolnshire, trade body Potato Council has become AHDB Potatoes.
Other sector-focused divisions include AHDB Horticulture, AHDB Beef and Lamb, AHDB Cereals and Oilseeds, AHDB Dairy, and AHDB Pork. Cross-sector projects will be delivered as AHDB.
The One Voice potato promotion campaign is still organised by the marketing team at AHDB Potatoes, with cross-sector support from the NFU, NFUS, Fresh Potato Suppliers’ Association and Potato Processors’ Association, as well as the wider potato industry.
“Our new brand reflects AHDB’s aim of looking, feeling and behaving as one organisation, delivering better value for our levy payers across all sectors,” an AHDB spokesperson said.
In addition to the name changes, the main AHDB board has been reorganised into wider functional roles that cover five areas: industry strategy, technical, communications and market development, finance and HR.
Earlier this year the AHDB said it aimed to keep the costs of the rebrand at £60,000, and in order to minimise costs, it said existing supplies of previous branded materials will be used over the next few months
Speaking at the launch, Kendall said the new look and proposed way of working was a “step change' in future AHDB delivery to levy payers, and stressed that sector specialisms would continue as part of the new plan. “Key to our new way of functional working will be retaining sector expertise and the input of AHDB’s sector boards. We will also continue to ensure that levies raised in a sector will be spent for the benefit of that sector,' he said.
“Our role is to help put a number of building blocks in place to support the future growth of a competitive farming industry.”
He said the AHDB has launched a number of key joint ventures over the past six months, including funding the UK’s first agriculture and food counsellor to China, and launching a new Smart Agriculture Conference, set to take place in September 2015.
“These activities are just some examples of how a joined up approach can deliver more return on investment for levy funds. I hope that by anchoring this strategic way of working in AHDB, we can deliver more benefits for farmers and growers.”
AHDB’s sector boards will meet at the end of June to discuss priorities for their sectors and for the AHDB as a whole.
