Prys Morgan appointed as new Beef & Lamb Sector Director

Prys Morgan has been appointed as our new Beef & Lamb Sector Director and will join AHDB on 29 June.

Prys, pictured, brings more than three decades of senior leadership experience across the UK red meat sector, having held senior roles with Kepak Group, 2 Sisters Red Meat, Vion, Welsh Country Foods, Hybu Cig Cymru and MLC Cymru.

His career spans procurement, operations, industry development and stakeholder engagement, both in the private and public sectors.

Most recently, he was Livestock Director at Kepak Group, responsible for the procurement of cattle and lambs across England and Wales. He held senior operational and industry development roles at Hybu Cig Cymru – Meat Promotion Wales, leading market development, industry development and communications teams, and helped establish EIDCymru, the statutory sheep movement database.

Alongside his professional career, Prys and his family farm over 1,000 sheep and 50 suckler cows on a 550‑acre upland farm near Machynlleth, giving him a direct, practical perspective on livestock production, diversification and the wider supply chain.

Helen Herniman, AHDB Chief Executive, said:

"I am very pleased to welcome Prys to AHDB and look forward to him joining the organisation later this summer. His combination of industry leadership, commercial experience and practical farming knowledge makes him an outstanding appointment for the Beef & Lamb sector."

Prys said:

"I’m delighted to be joining AHDB at such a pivotal moment for the beef and lamb sectors. AHDB plays a leading role across our industry, and I’m looking forward to working closely with the board, the sector council, the AHDB team, our farmer and processor levy payers, the wider supply chain and, ultimately, the consumers we all serve.

"We have real opportunities ahead – from sustainability and trade through to market development and the long‑term resilience of our farming businesses – and my focus will be on building momentum, driving positive change and ensuring AHDB continues to lead the sector with an authoritative, forward‑looking voice that delivers practical value for beef and lamb levy payers across the UK."