Delivering on Pork levy investment

Last year, levy payers shared their views as part of our Shape the Future process to influence what priority areas the levy should be invested in. The clear message for the Pork sector was that marketing, exports and reputation were most important.

Since then, AHDB's Pork Sector Council has ensured that those areas have been the focus of our delivery for the sector.

We are promoting pork across the world by having a presence at key trade shows such as SIAL China, where UK exporters joined us to promote British pork to the Asian market.

It is a significant networking opportunity for our exporters looking to grow their business in this all-important region.

And we were at Anuga in Germany in October, where our stand provided the ideal platform for exporters to connect with international buyers, build new relationships and expand their presence in the global market.

British pork was sold in over 91 countries during 2020–2022. Last year, 370,000 tonnes of British pig meat worth £624m were sold overseas.

By promoting British pork overseas and working with governments and industry, we are able to open and optimise export markets.

The demand for high-quality British meat continues to grow, so our experts work with exporters to grow their business in the international market.

Your sector council want to increase the levy to invest more in this vital work and continue to pursue export sales to underpin pig prices in the UK.

The AHDB stand at Anuga 2023

We are championing British pork as the budget-friendly choice for families, with a new campaign reaching 35 million consumers.

Feed Your Family For Less With British Pork is inspiring families across the UK to cook simple, quick and tasty meals for under £1.50 per portion.

We have launched a new Love Pork website and created a Love Pork Student Staples series on Instagram, Snapchat and TikTok to target the younger generation and introduce them to the benefits of cooking with pork.

The Mix Up Midweek campaign ran just after Christmas and highlighted the health benefits of pork and inspired people to cook tasty, affordable recipes using healthier pork cuts.

The campaign reached 27 million adults, with 80% of consumers agreeing that pork can form part of a nutritious meal.

Your sector council wants to increase the levy to invest in impactful marketing campaigns and TV adverts that also target those more likely to question eating meat.

Antibiotics

The UK pig industry achieved a remarkable milestone by reducing antibiotic use by 75%.

The AHDB electronic Medicine Book (eMB) has been vital in helping defend the pig sector's reputation for antibiotic use.

Education

Schoolchildren from all over the UK are more aware of where their food comes from and how it is produced by the nation’s farmers thanks to the hugely successful education programme Food - a fact of life (FFL), a partnership between the British Nutrition Foundation and AHDB.

As a result of this work, 85% of pupils were better informed about where their food comes from.

Your levy is helping us get into classrooms all over the country.