Blog: Championing British pork and unlocking value for farmers

Well, my first year has absolutely flown by. Reflecting on the past 12 months as CEO at AHDB, I can honestly say it’s been a rewarding and inspiring journey.

Stepping into this role, I knew there would be challenges, but what’s struck me most is the sheer dedication and professionalism of the people I’ve met – both within AHDB and across the industry.

The pig sector holds a unique place within British agriculture. From day one, I’ve been proud of the role AHDB plays in shouting loud and proud about the benefits of pork.

Whether we’re engaging young children in schools, supporting established shoppers with new recipe ideas, or building demand in overseas markets, we’ve made significant strides in demonstrating the value of British pork.

Marketing success

Our Feed Your Family for Less campaign last year is a great example of how AHDB delivers value. Independently evaluated, it achieved a return of £10.05 for every £1 invested in retail sales.

This year, we’ve pushed that momentum further with our new campaign – This is British pork. But not as you know it – which has already made waves on TV and will return with a second campaign in the autumn.

Alongside this, our work in supermarkets and on social media and other digital channels provides a constant drumbeat of inspiration, keeping pork top of mind for consumers.

What stands out to me is the quality of British pork. It’s a product that competes on every level with alternative proteins. But we can’t afford to stand still.

AHDB is helping the sector stay ahead of the curve to highlight the credentials of British pork. I’m particularly proud of our efforts to ensure young people are confident buying, cooking and eating pork – a vital step in building future demand.

Listening to levy payers

Behind the scenes, I’ve been struck by the breadth of work AHDB delivers. From data and insights to environmental innovation and training programmes, there’s an incredible depth to what we do.

But it’s clear that not enough people see the full picture of our impact. This past year, we’ve worked hard to change that, not just by shouting louder about our successes but also by listening more closely to levy payers.

As I said when I first joined, collaboration and trust are essential. These aren’t just buzzwords – they’re guiding principles for everything we do.

Whether it’s working with farmers, processors, retailers or other industry partners, building trusted partnerships takes time and effort. But when each area plays its part, the results speak for themselves.

Ambitious plans

My ambition for AHDB is to be the go-to organisation for British agriculture. For the pig sector that means delivering clear, tangible value. I want every pig farmer to look at our work and feel it’s made a difference to their business.

Like any business, we need to work smarter, investing in tools like AI to be more agile and deliver value faster. But it’s also about creating the right culture, where everyone feels listened to, valued and trusted.

Looking ahead, I’m excited about what’s to come. The plans we’ve developed over the past year, guided by feedback from the industry, are ambitious but achievable. Now, it’s about execution.

Staying adaptable and agile is key, and we’re focused on removing barriers so our people can deliver for the sector.

At its heart, AHDB’s role is simple: to unlock value for British agriculture.

In the pig sector, that means driving demand, supporting farmers and championing British pork at every opportunity. I’m proud of what we’ve achieved so far, but I know there’s more to do.

As we move into year two, I’m energised by the potential to make an even greater impact.

The pig sector is resilient, innovative and forward thinking. AHDB will continue to listen to the levy payers, and I truly believe the best is yet to come.