AHDB Beef & Lamb strategy to be discussed at levy payer events

The future strategic direction of AHDB Beef & Lamb will be among the subjects discussed at a series of levy payer open meetings being held in the New Year.

At the events, which will take place between Monday 9 and Thursday 12 January, sector strategy director Laura Ryan and chairman Adam Quinney will present the organisation’s 2017-2020 three-year strategy, which is currently out for consultation.

On the agenda there will be presentations from AHDB Beef & Lamb representatives on the work being done by the organisation in key areas. This will include an overview of AHDB Beef & Lamb’s role in maintaining and developing overseas markets, a focus which will become even more important in the post-Brexit trading environment.

There will be an update on promotional activity, including an insight into the third year of the mini roast campaign, a product that has been developed specifically to address the needs of modern consumers who require quick and easy-to-cook products. The mini roast concept has proved popular with supermarkets, who introduced over 20 new lines into the mini roast category in 2015.

Laura Ryan said: “These levy payer meetings follow on from our Stakeholder Seminar, which takes place this week. However, these events will be specifically tailored to our farmer audience.

“The meetings are a great opportunity to outline our three-year strategy and also to gather valuable feedback from levy payers on our activities.

“The beef and sheep sectors are facing some very uncertain times, therefore want to ensure we are using levy funds in the areas that will provide the best value and ultimately improve the sustainability of the industry.”

In addition to the presentations, there will be plenty of opportunity to speak to AHDB Beef & Lamb representatives.

The meetings will be held in the following locations:

  • Exeter, 9 January
  • Worcester, 10 January
  • Aylesbury, 11 January
  • Scotch Corner, 12 January.

Places are free for AHDB Beef & Lamb levy payers. For more information visit beefandlamb.ahdb.org.uk/events or call 01904 771211.

Download the levy payer meetings press release.