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AHDB publishes Shape the Future vote results

16th May 2022 / By Alistair Driver

AHDB has published the results of its Shape the Future vote on the priorities across its four remaining sectors.

Overall, 4,478 levy payers out of 10,537A who registered (42%) had their say, with pork levy payers generally showing good backing for the priorities and activities set out, in particular the work to promote pork on the overseas and domestic markets.

A total of 345 pork levy payers registered for the vote, including 15 processors/buyers.

The key results for pork, which can be viewed here, included strong support for the overall priority of ‘selling every part of the pig for the best financial return at home in the UK or overseas’ and the promotional and marketing activity in the home and overseas market.

There was also good backing for AHDB’s work in ‘protecting the reputation of pork and promoting its benefits to consumers’, including the We Eat Balanced campaign.

The priorities of AHDB’s work on pig health and welfare, the environment and improving profitability to remain competitive at home and overseas all scored well, although there were some lower scores within these categories, particularly when weighted by size of business. 

In another part of the vote, pork levy payers also endorsed the appointment of five new pork sector council members, including Hugh Crabtree, of Farmex and the NPA’s vice-chairman. Hugh will sit on the council alongside other newcomers, Chris Aldersley, of Cranswick, Jodie Bolland, of Morrisons, Mark Haighton, of Pilgrim’s and producer Tim Bradshaw. 

You can read more HERE