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Deadline for responding to AHDB consultation looms

27th Jan 2021 / By Alistair Driver

There just a few days left now to respond to the consultation on AHDB's new five-year strategy. 

The deadline for responses is this Sunday, January 31.

AHDB published its strategy for consultation in December, outlining commitments to improve the way it engaged with farmers and growers, more levy payer involvement in the setting of work programmes and levy rates, delivering value for money, changes to the levy system in horticulture and potatoes and a five year ballot on the future of the AHDB levy.

The five-year strategy focuses work in three areas – Evidence and Data, Farm Performance and Marketing and Exports, with a focus is on ensuring levy payers are equipped to manage challenges posed by changes in farm policy, the impact of leaving the EU, Net Zero ambitions and shifting consumer trends.

The strategy sets out the levy body's priorities for pork over the next five years, including growing markets overseas and protecting and promoting the reputation of pork at home.

This will be alongside helping producers adopt on-farm innovation and best practice through its existing network of Pig Clubs and Strategic and Monitor Farms, supported through its website, podcasts and digital tools.

  • The full AHDB strategy and proposed sector plans are published for consultation and can be found online at

AHDB Chair Nicholas Saphir said AHDB was keen to hear the views of as many levy payers as possible:

“This is a real opportunity to help shape the future work programmes and priorities for your sector. Therefore, we are encouraging farmers, growers and the supply chain to respond to the consultation before Sunday’s deadline,” he said.