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UK’s AHDB five-year pork strategy eyes growing overseas markets and promoting domestic industry

The UK’s Agricultural and Horticultural Development Board has unveiled its strategy for 2021-2026, showing that it wants British pork to embrace on-farm innovation and court overseas markets.

8 December 2020, at 11:03am

The new AHDB pork strategy for 2021-2026 has made accessing foreign markets and shoring up pork’s reputation at home key priorities. The strategy also highlighted the work the industry body will do to help producers adopt best practices in animal husbandry and on-farm innovation.

It will rely on its existing network of Pig Clubs and demonstration farms to achieve these goals. It will also lean into its media strategy, giving producers podcasts and digital tools to access data and expertise on British pork.

The strategy has three main focus areas: evidence and data, farm performance and marketing and exports. This will support innovation in the UK’s agriculture sector and ensure that the pig industry adopts best practices while maintaining profitability and environmental stewardship.

The strategy also includes plans to give levy payers a bigger say in the priorities and services it delivers. It also includes updates to key administration procedures to ensure user engagement. The AHDB has committed to ballot every five years on the future of the organisation.

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Read the full strategy document on the AHDB website.