The Agriculture and Horticulture Development Board (AHDB) is to rebrand its existing sector organisations as it seeks to simplify its family of brands. From this summer, the names of each of its six operating divisions will consist of the division’s main focus, along with an AHDB prefix to highlight the board’s work as a single organisation.

BPEX will become AHDB Pigs, DairyCo will change to AHDB Dairy, EBLEX will be known as AHDB Beef and Lamb, HDC will become AHDB Horticulture, HGCA will be called AHDB Cereals & Oilseeds and the Potato Council will be renamed AHDB Potatoes. 

“This is an important step forward for AHDB as we move towards our aim of looking, feeling and behaving as one organisation,” Peter Kendall, AHDB chairman, 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.”

AHDB confirmed a detailed roll out plan was being worked up, with the intention of using up existing stocks of sector branded materials to ensure any rebranding is achieved at minimal cost.