Peter Kendall

Peter Kendall

The Agriculture and Horticulture Board (AHDB) has revealed further details of its plan to radically overhaul operations as it seeks to better serve levy payers.

AHDB chair Peter Kendall outlined details of the “proposed new way of working” at the launch of the new AHDB branding at the national Cereals event in Lincolnshire today (10 June).

Under the new plan, senior team members from across the divisions will be moved into “wider functional roles” to drive “collective delivery” across five new areas covering industry strategy, technical, communications and market development, finance and HR.

However, Kendall stressed sector expertise would be retained and the AHDB Sector Boards would still have an input. “We will also continue to ensure that levies raised in a sector will be spent for the benefit of that sector,” he said.

The new branding, first announced in January, will see AHDB’s sector focused activity delivered under six brands: AHDB Beef and Lamb, AHDB Cereals and Oilseeds, AHDB Dairy, AHDB Horticulture, AHDB Pork and AHDB Potatoes. Cross sector projects will be delivered as AHDB.

Kendall claimed the new way of working and new branding were a “step change” in the future of AHDB delivery to levy payers.

“By working together, sharing expertise and skills across our organisation, I know that AHDB can build on the excellent work it is already providing for levy payers,” he said.

AHDB’s Sector Boards will meet later this month to discuss priorities for their sectors and for AHDB as a whole, with a wider industry discussion on the future of AHDB activity planned for later this year.