Announcements

Job offersmore »





Tweeting Growers

Top 5 - yesterday

Top 5 - last week

Top 5 - last month

Exchange ratesmore »




UK: AHDB gets fit for the future in market development restructure

The Agriculture and Horticulture Development Board (AHDB) is to restructure its exports, trade and consumer marketing teams to ensure it is ‘fit for the future’.

The proposals herald a move to a more agile and streamlined approach to consumer marketing campaigns, enhanced relationships with retailers and an export team ready to seize post-Brexit opportunities to open new markets.

The plans for change are driven by the need to have resource and capacity in the high-growth international export markets and the importance of changing consumer demand at home.

Changing consumer trends and the need to be current and relevant in communication and marketing work also helped shape the approach, while there is an ambition to deliver more activity based on partnership working to get the most value and reach for monies invested.

Christine Watts, AHDB’s Chief Officer for Communications and Market Development, said: “AHDB export and marketing work is an important investment our farmers, growers and industry make through their levy, totalling around £16 million per year.

“We need to invest this money in the most efficient and effective way and, in a post-Brexit world, we need to be structured to deliver where we can make the most positive impact.

“AHDB has a clear, strategic priority of helping the industry understand what consumers will trust and buy. Our marketing work must be relevant to the consumer and delivered in a way that reaches them effectively, with investment in talented people to deliver digital, online and social media campaigns.”

AHDB is aiming for the restructure to deliver savings in excess of £750,000 over two years, which it is intended to reinvest back into communications, events, online promotion, export and domestic marketing campaign activity. The restructure will be completed by April 2018. The proposals will also energise export work with staff dedicated to building markets in the EU, Middle East/Africa and Asia Pacific countries.

Christine added: “The proposed restructure is likely to see a small number of redundancies but will also offer new opportunities. These include, among others, the creation of a new Head of Domestic Marketing role charged with delivering a single overarching consumer marketing offering for all of AHDB’s sectors. There will also be new roles in our digital and international events teams to proactively promote products at home and abroad.

“In addition, there will be new heads of export roles for the red meat sector based on high growth markets like Asia Pacific, Europe, Middle East/Africa and, longer term, the Americas.

“We recognise that change is always difficult but we are committed to delivering a world-class service for our farmers, growers and industry. By making some tough decisions, as we have already done in the recent past, we will have an export, trade and marketing team which is flexible, closely aligned and working to a common agenda.”

The proposal for new AHDB exports roles in the Middle East, Africa and Asia Pacific reflects a drive from the industry to open up new markets for British products outside the EU. The new roles follow on from the decision in 2015 to appoint Karen Morgan as the UK’s first Agriculture and Food Counsellor in China – a post funded by AHDB from its inception.

The restructure will enable AHDB to achieve better value for money for farmers, growers and processors.

For more information:
www.ahdb.org.uk

Publication date: 1/16/2018

 


 

Other news in this sector:

5/24/2018 Poland promotes agri-food in China
5/23/2018 The recipe for a successful salad concept
5/23/2018 UK parent calls 999 because son ‘won't eat his vegetables’
5/23/2018 Australian Made Board of Directors meet for the 100th time
5/17/2018 British Tomato Week extended to fortnight
5/2/2018 The mystery of the missing fruit
4/30/2018 Is more assortment the future?
4/27/2018 UK: Underground-grown salad mixes come to Waitrose
4/26/2018 In fresh-food retailing, quality matters more than price
4/24/2018 USDA reestablishes Fruit and Vegetable Industry Advisory Committee
4/23/2018 Bayer, Netafim, IFC, Swiss Re form alliance for smallholder farmers
4/23/2018 Belgium: Carrefour partners exclusively with Greenyard
4/19/2018 Japan: Springtime is strawberry time
4/18/2018 Australian horticulture receives $5M export boost
4/18/2018 UK fruit and veg seller banned from vocally promoting his wares
4/12/2018 “It’s one of the most influential generations in history”
4/11/2018 Innovation Award for You Make Me Pasta Kits at Viva Fresh Expo
4/4/2018 US vegetable grower promotes Artisan Sweet Italian red onions
4/4/2018 First Dutch orange peppers for the Royal couple
3/30/2018 France: Food truck delivers more than 800 dishes to students