The Agriculture and Horticulture Development Board
T
he Agriculture and Horticulture Development Board (AHDB) is a statutory levy board funded by farmers, growers and others in the supply chain to help the industry succeed in a rapidly changing world. We want to create a world-class food and farming industry, inspired by and competing with the best. We work with the whole supply chain to help us unify the industry, bridge gaps in knowledge and encourage collaboration to build a stronger future for everyone.
Our priorities for pork Traditionally, the English pig sector has adapted quickly to make the most of change. In recent years, our pig meat has been exported to almost 100 countries, and the industry has responded positively to shifting consumer trends in the home market. However, the agility of the sector will continue to be tested as we progressively become more exposed to global competition. As a result, we face the following challenges: • How can we sell every part of the pig for the best return at home or overseas?
• How do we continue to protect the reputation of pork and promote its benefits to consumers? • How do we continue to improve animal health and welfare, and reduce our impact on the environment? • How can we improve production efficiency in a way that supports the reputation of British pork, while remaining competitive at home and overseas? The opportunities and challenges these questions raise cannot always be addressed by individual producers or processors acting alone. However, funded by your levy, we support the industry to position itself to both survive tough times and thrive when circumstances allow.
Selling every part of the pig We invest over £19m every year in marketing and export development to ensure that pork appeals to modern, busy households in the UK and appears on menus and in supermarkets around the world. We have representatives in key international markets who coordinate and lead our in-country export activity. This has proved hugely valuable >>
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