Protecting British pork’s reputation: The story behind the headlines

When people think about AHDB’s communications, they often think about the weekly emails, magazine articles or social media posts. What is less visible is the role communications play in protecting and enhancing the reputation of British pork. Jane Batchelor, Head of Engagement & Strategic Communications (Pork), sheds some light on the work behind the scenes.

In today’s environment, the pig industry is under constant scrutiny. Whether the discussion is about animal health, environmental impact, welfare standards or food security, there is a growing expectation that our sector can demonstrate progress, respond to criticism and communicate confidently with those outside the industry.

That’s where AHDB’s communications and press team comes in.

Much of our work is about ensuring the industry’s story is told accurately, backed by evidence and understood by the audiences that matter most. That includes levy payers, politicians, retailers, journalists, the wider supply chain and, increasingly, consumers.

A good example is the work we’ve undertaken around the Pork Environmental Roadmap.

Earlier this year, the roadmap generated positive media coverage across agricultural and food industry publications, highlighting evidence that the sector had reduced its carbon footprint by 18% since 2008 through improvements in efficiency, feed management and production systems.

Rather than allowing the environmental debate to be shaped solely by critics, we have been able to put robust evidence at the heart of the conversation and showcase the progress pig producers have already made.

The same approach applies to animal health and disease preparedness.

African swine fever (ASF) remains one of the biggest threats facing the UK pig industry. While much of the prevention work happens on farm and within the supply chain, effective communications are a critical part of protecting the sector.

Through media engagement, industry events, stakeholder briefings and our ‘Don't give disease a piggyback’ campaign, we have increased awareness among audiences that may not traditionally engage with mainstream industry communications.

By reaching smallholders, rare breed keepers and pet pig owners through targeted channels, we're helping to reduce risk while reinforcing the message that protecting the national herd is a shared responsibility.

Trade media has been an important partner in this work. Publications such as Pig World, Farmers Guardian, Farmers Weekly, Farming UK and others regularly help us communicate key industry messages, ensuring important information reaches producers and stakeholders quickly and effectively.

Media coverage linked to ASF preparedness, the British Pig & Poultry Fair and wider industry initiatives has helped keep disease prevention and resilience firmly on the agenda.

Another area where communications play a vital role is helping the industry demonstrate its commitment to responsible antibiotic use. The annual publication of electronic Medicines Book (eMB) data is a good example.

These figures show data representing more than 96% of UK slaughter pigs, providing one of the strongest evidence bases available anywhere in livestock production. Communicating those outcomes helps demonstrate that the sector is serious about stewardship, transparency and continuous improvement.

Reputation is strongest when it is supported by evidence and ensuring that evidence reaches the right audiences is a key part of our role.

Of course, not every communications success can be measured in column inches.

Often, the most valuable work happens behind the scenes: responding to media enquiries, correcting misinformation, preparing spokespeople for interviews, developing stakeholder briefings and ensuring accurate information is available during periods of uncertainty.

If a disease outbreak were ever to occur, these foundations would become critical in helping maintain confidence in British pork and ensuring the industry’s voice is heard clearly and consistently.

Ultimately, communications cannot create a positive reputation on their own. Reputation must be earned through the actions of producers, processors and the wider supply chain. What communications can do, however, is ensure those actions are recognised.

Every time we secure coverage for environmental progress, promote disease prevention messages, highlight responsible antibiotic use or showcase investment in people and skills, we are helping to tell a more complete story about British pork.

It is a story of innovation, professionalism and continuous improvement.

In a world where perceptions can spread faster than facts, that has never been more important.