Sector plan questions and answers

In November, levy payers had the opportunity to ask sector councils questions about our plans for the next five years at our ‘Delivering the Future of Farming’ live-streamed event.

We covered as many questions as possible during the live sessions. However, we committed to answering the remainder after the event, which can be found below.

Dairy

Q. Thanks, but Panorama highlighted many things, including lame cows. This is the one disease that our consumers can see. When as an industry are we going to get our act together and what can AHDB do?

A. AHDB has been working on the Healthy Feet Programme for a number of years, and we will continue to support it.

Q. What role is AHDB playing towards the animal health and welfare pathway?

A. We are working to support Defra, including using our specialist knowledge to help guide the pathway work.

Q. Lame cows to a member of the public are a distraction to what a successful and high-welfare farm is achieving. I've attended farms on the Healthy Feet Programme as a mobility scorer and have seen improvements, in part to the data farms now have. How will AHDB still support lameness?

A. AHDB has been working on the Healthy Feet Programme for a number of years, and we will continue to support it.

Q. For responsible medicine use, is the use of wormers/parasite treatments next on the agenda? Is this going to be on the Medicine Hub?

A. Medicine Hub can collect farm data on wormers and other antiparasitic treatments. However, the drivers for recording and reporting differ from those for antibiotics, as are purchasing options in the UK. There are no concrete plans for Medicine Hub to collate farm usage of anthelmintic on a national basis. If there was sufficient demand from industry, this could potentially be scoped in the future.

Q. Any plans to work with the pharmaceutical industry on milk-based medicines? At present the UK import these from the EU.

A. No

Q. BVDFree England is delivering a voluntary BVD eradication scheme supported by the livestock industry stakeholders, namely NFU, NBA, LAA, Holstein UK, BCVA, APHA and AHDB. Over 43% of the English breeding herd has engaged. Will AHDB continue to support BVDFree until government support comes about?

A. We are in discussions with industry about how the BVDFree work can best transition.

Q. In a country with so many mixed farming systems, how will the genetic strategy guarantee that every farm makes progress? How do we get to a point where farmers believe in AHDB figures when there is a lack of transparency in where the figures come from compared to other countries?

A. We have undertaken a strategic review of our dairy genetics work, and how we can make best use of levy money in this area.

Q. With CDCB now evaluating three million animals a year, should we invest more in genomics?

A. We have undertaken a strategic review of our dairy genetics work and how we can make the best use of levy money in this area.

Q. Lyndon, what are the plans for the next research trials and as a dairy farmer, how can I input into this?

A. Trials are undertaken to support activities, so the next trials will be determined by the gaps in research and how they are best filled.

Q. How do we ensure that the research and events we hold are up to date? A lot of what is currently presented was researched 10 years ago in other countries, and if we are to lead the way, we must be current and at the forefront of research.

A. By their nature, research projects are often multi-year and sometimes multi-country. They then take a number of years before they are successfully rolled out to become best practice for the majority of farmers. Getting the balance right between new and unique research and collaborative research is often tricky, as the former can be riskier in terms of whether it delivers a return on investment.

Q. With slurry being a very topical subject currently and the cost for dairy farmers to become compliant running into billions, what is AHDB doing to provide sensible, cost-effective solutions?

A. Our slurry wizard helps dairy farmers understand slurry storage requirements and remain compliant.

Q. If that is the case and you are independent, why are you working with companies within the industry on research projects which they will benefit from?

A. To make best use of levy money, we need to work with industry to deliver key projects. All projects are carefully assessed to determine what the benefit would be to levy payers and what the return on that levy investment will be. In many cases, if the research is successful, it will need commercial buy-in to deliver the benefit to industry. What we won't do is support a project solely for the benefit of another organisation.

Q. How are you helping producers to lower the impact of their system to move towards net zero while improving profitability?

A. We are supporting each sector through the production of net zero roadmaps that are similar to the Dairy UK roadmap. The roadmaps not only support farmers to move towards net zero, but they are central to providing evidence and support for the reputation work to protect our levy payers' livelihoods in terms of the focus areas to move towards net zero. The simple message is to choose a carbon footprint tool and use it over a number of years to measure your footprint and establish a baseline. Identify the hotspots (usually fertiliser, fuel and feed) and seek to optimise these inputs. The high-cost inputs also tend to be high carbon (because the cost of carbon is passed down through the supply chain), and so optimising the use of the three F’s not only reduces carbon but should improve your economic margins. Sadly, there is no single magic bullet that will deliver net zero.

Q. Looking at carbon footprint on farms, can AHDB look into the possibility of producing or recommending a footprinting model so the whole industry is measuring consistently rather than different tools producing different models?
All of the tools are similar. We have been using the Agricalc tool for our Monitor and Strategic Farm audits. It works well for most systems here in the UK. There are other tools out there that you may be required to use by the supply chain, or they are easier for you to use.

A. The key is to choose one tool, keep using it, keep the base data in a file so that if you need to update your baseline in the future you can do this easily, and keep updating and taking actions where its cost-effective to do so. Don’t worry about 100% accuracy because the tools don’t do this. They will all highlight the same focus areas.

Q. What's AHDB doing to reduce the industry's environmental footprint?

A. We are supporting each sector through the production of net zero roadmaps that are similar to the Dairy UK roadmap. The roadmaps not only support farmers to move towards net zero, but they are central to providing evidence and support for the reputation work to protect our levy payers' livelihoods in terms of the focus areas to move towards net zero. However, AHDB alone cannot reduce the industry’s footprint. This is the responsibility of every farm business, and it will be a commercial reality that you will need to deliver these improvements in the future. The roadmaps will help, as will our research and market intelligence data.

Q. How can AHDB develop their collaboration with wider industry?

A. AHDB will use our experience and networks to develop wider relationships throughout the dairy supply chain. Working with farm support such as vets, nutrition and soil experts, AHDB can collaborate to ensure farmers receive impartial information and research to help their businesses thrive in the future. We already have great examples of working with industry to deliver farm-level support. Betty Lawes Foundation and Welsh Goverment support for the Strategic Dairy Farm initiative has helped widen the reach of the programme to support farm efficiency. 

Q. We are seeing an increase in demand for cow beef cuts, especially steaks. What practical support are you going to offer to farmers to help them finish their cows to a high standard for good eating quality

A. AHDB, along with over 60 stakeholders, are working with farms and industry through the GB Dairy Calf Strategy to ensure that the quality of modern beef from the dairy herd is recognised and rewarded for the improved quality and value. The cow beef market is another area along with developing the calf options for dairy farmers that AHDB can directly support farmers to consider ensuring they recognise the market requirements of their outlets.

Q. How do AHDB prioritise activities on the Strategic Dairy Farms? There are multiple environmental challenges facing the sector (Clean Air Strategy, net zero, water quality) that the industry needs to contribute to (from a reputational perspective, too). So are they being used to demo best practice?

A. AHDB have been focusing on the messaging coming out of the Strategic Dairy Farm (SDF) network around efficiency and productivity. Both these areas will directly effect the carbon footprint of the farms and farmers who join the discussion making decisions to drive efficiency on their own units. We now have two specific environmentally focused SDFs that try to ensure that farmers can follow their journey and learn from their experiences so far. Carbon footprints are carried out across the majority of the farms to help widen the understanding of this as a tool to review management practices at farm level.

Q. What role do you see for your Knowledge Exchange team and Strategic Dairy Farms in the future?

A. Our future engagement of farmers (levy payers) will be a combination of direct and collaborative working across the industry. Working with supply chains and industry will help us reach more farmers with our independent research and support with facilitated meetings and engaging farmers we haven’t managed to reach before. Strategic Dairy Farms will continue to be our local touchpoint for farmers to hear and see ideas that can drive change and productivity at farm level using a combination of farm experience and speakers to help develop discussions that farmers can learn at a practical level. Seeing is believing in many cases.

Beef & Lamb

Q. The suppliers to UK car firms (steel, engineering, elec, etc.) do not contribute financially to the export marketing costs of these car firms. Why is farming different – and if it is, should the rest of the meat supply chain contribute to export marketing costs?

A. Export investment in the red meat sector is based on contributions from both the farming sector and the meat processing sector, so it is jointly supported and was identified by both to be where levy payers want to see some of their levy invested.

Q. What influence do AHDB have on the stipulations created in government trade deals?

Q. What is AHDB's role in providing new export markets for the sector?

A. AHDB acts as an independent and unbiased reporter of the potential impact of trade deals and government policy. We are not permitted to lobby, but our work is valued by lobby bodies such as the NFU and by government, who take into account our reports when considering trade impacts. This evidence helps inform discussion and debate.

Q. Do you agree that halal and kosher meats should be labelled well, even when imported? They aren't currently.

A. Food labelling is a government responsibility and not in the remit of AHDB.

Q. Where do you stand on stunning and halal?

A. Slaughter without stunning is legal and permitted in the UK as part of a derogation from stunning in UK legislation. Given that we collect levies regardless of slaughter method, we actively support the sectors appropriately.

Q. What effort is being made to overcome current legislation regarding stunning calves so they can be processed as halal? There are export opportunities for halal veal, and the UK imports halal veal.

A. The legislation covering slaughter is a Defra policy area, and it is currently under review, particularly around slaughter without stunning. AHDB is participating in these discussions to inform policy outcomes.

Q. What does Phil mean when he says there is fierce competition in the processing sector? The lack of competition is the biggest problem for livestock farmers.

A. I meant the competition between processors to sell their products to customers overseas rather than the purchase of livestock from farmers.

Q. All the talk is of large-scale slaughter and sale. What does AHDB do for local scale, low food miles meat sales and marketing?

A. AHDB supports local scale in a variety of different ways, ranging from access to market insight and training to marketing and sales support. These tools and services are designed to support the sales and profitability of smaller-scale businesses and are entirely free to access. They include:  

1. Market insight – Providing valuable guidance for small businesses on consumer trends that they wouldn’t necessarily be able to do themselves. For more information, visit the knowledge library and search for consumer insights.
2. Yield guides, butchery videos, costing calculators to support the profitability of smaller businesses: see our meat production, sales and marketing pages.
3. Box scheme and direct selling tools – providing information and advice for businesses involved in direct meat sales covering farm shops, farmers markets and box schemes focusing on meat quality and profitability: see our meat production, sales and marketing pages.
4. Marketing kits – Providing free marketing support to local butchery businesses and farm shops. 
5. Working across social media and with key social media influencers to promote the importance of sourcing and buying local to consumers. 
6. Training – Our award-winning meat education program is designed for butchers, chefs and anybody in-between, providing practical butchery and theory training modules covering beef, lamb and pork cuts, cooking with red meat and customer service. Online assessments and certifications are available for the theory modules and are free of charge. A handy educational tool for those in the meat industry, the MEP is aligned with the Butchery Apprenticeship (Level 2) and the Advanced Butcher (Level 3).

Q. Genetics holds a key role in transforming production and profitability post BPS payments. Will AHDB continue to fund genetic research and projects such as RamCompare?

A. We are currently going through a strategic review of our genetics work, working with a number of players in the industry to determine how to make the best use of the levy money we spend in this area.

Q. What are you going to stop doing? Amy, who runs the beef and lamb Agrileader group, told me that she is leaving. Massive shame. Will this group continue?

A. We plan on continuing our engagement with our high-performing farmers in the beef and lamb sector so that we can share ideas and help support their journey through farm management and leadership. Our flagship AgriLeader Forum event (planned for early February 2023) remains the cornerstone of our people development portfolio of work, where we focus on inspiring new leaders and developing the skills of our existing industry leaders.

Q. You mention UK farmers' frustration with being bashed with global data when the UK is performing better, but there seems to be little interest in differentiating within the UK. Isn't that a little hypocritical? What about those that are outperforming within a UK context?

A. We have to ensure that all data is fair and transparent and paints a clear picture of the industry as a whole as well as that within the industry. We will continue to challenge all data related to our industry to ensure it is representative. For those that are the more high-performing market participants, we need to ensure we have a series of products and services that create additional benefits to the levy. There will always be a range of players in the industry, and we have to ensure that we are focused on developing the whole industry by supporting our three pillars of exports, marketing and reputation.

Q. Apart from posters, etc., will there be support from AHDB to help farmers host the general public, etc.?

A. AHDB will support farmers to engage with the general public by providing posters and other resources.  We are also a main sponsor of Open Farm Sunday, which provides a fantastic opportunity for farmers to engage with consumers.  In addition, we are actively exploring ways to support farmers in hosting young people on their farms in a safe and informative way.  We are currently considering these options with our sector council and hope to provide more detail in the near future. 

Q. Why do you continually use the worst-case scenario figures for the environmental impacts of farming rather than the best, which shows our impact is negligible? Pasture-fed meat is sustainable, yet you fail to highlight this.

A. Firstly, AHDB uses a conservative approach to emissions, so we can’t be accused of cherry-picking data or greenwashing. This would not help you, our levy payers, if the industry’s reputation and integrity were called into doubt.

AHDB does strongly believe that focusing on just carbon is wrong. We need to look at the total benefits that you provide in terms of clean air, water, protecting biodiversity and unique landscapes versus feedlot systems abroad that contribute to biodiversity loss and deforestation in the amazon. These points are made, but we are not allowed by law to state that UK agriculture is better than another system. Every statement we use for our We Eat Balanced campaign has to go through a rigorous fact-checking process, or the adverts/social media campaigns can be blocked, and we can be accused of greenwashing. Sadly, those with other agendas are not bound by the same rules as we are.

Q. Where does the environment fit with this plan?

A. It largely supports reputation work.

Q. The focus seems to be on talking about the 'great story', but what will AHDB do to ensure we continue to progress on our sustainability journey and don't fall behind other countries? Huge commitments made in terms of net zero – surely measuring baselines and driving improvements should be a focus?

A. We’re working with industry partners to develop and support the implementation of sector roadmaps that will help to explain our sustainability journey, establish baselines and show progress against the commitments the industry has agreed to. The Dairy Roadmap was published ahead of COP26 last year, and the next roadmap for the Beef & Lamb sector will be published in the first half of 2023. Work will also start in support of roadmaps for the Cereals & Oilseeds and Pork sectors.

Cereals & Oilseeds

Q. We have sandy patches within fields which yield very poorly, nothing like the 9 t/ha in RL trials. Should/can the RL light land trials be done on much lighter land to see which varieties can survive these conditions? It would be good if we could pull yield up by variety selection.

A. RL wheat trials are currently done on a range of soil types. Information on performance on light soils can be found within the winter wheat supplementary data tables available both online and in the printed booklet. Additionally, within the RL harvest reports, soil type is stated for each trial.
As pledged within the sector plan, a new RL review activity began on 28 November 2022. We are keen to hear feedback on the lists and where there are needs for additional information, such as performance on even lighter soil.

Q. The Recommended List is one of the bedrocks of AHDB advice. The list is only as good as the trials it is based on to produce the data. Will the trials still cover the entirety of the UK and address new subjects such as establishment techniques?

A. The importance of robustness of information within the RL is recognised, and there are no plans at this time to reduce the geographic spread of trials within the UK.  As pledged within the sector plan, a new RL review activity began on 28 November 2022.  As part of the review, we are keen to hear views on where greater emphasis could be placed in the future, for example, looking at different establishment techniques or more regional information.  Visit ahdb.org.uk/rl-review by 17 February to complete an online questionnaire.

Q. How can we minimise the effect of aflatoxins and fumonisins on cereals?

A. It is important to understand the risk to enable effective management strategies. The mycotoxin risk assessment is an example of where known information (region, previous crop, cultivation, variety choice, T3 fungicide application and rainfall at critical growth stages) can be used to calculate a final risk score for a field of wheat.  Seasonal analysis of contaminant occurrence can help us to improve our understanding of risk. More information here

Q. What are the timescales for the major review of Recommended Lists (RL) mentioned in the sector plan?

A. AHDB started the review on 28 November 2022, with initial findings due in spring 2023.  The first phase of activity will include a questionnaire (closing on 17 February), stakeholder meetings and focus groups.  The results of these activities will inform the next phase of the review, continuing until autumn, and involves planning and costing the actions required to improve the RL over the short, medium, and long term. Visit ahdb.org.uk/rl-review by 17 February to complete an online questionnaire.

Q. What activities are AHDB undertaking, and what resources are available around promoting the wide range of exciting career opportunities within agriculture?

A. We support the Institute for Agriculture and Horticulture and others who focus more on expanding the message of career opportunities within the sector. We don't need to duplicate what they do. However, we will continue to run our annual AgriLeader Forum, which aims to develop the leader of tomorrow so that we have a desirable sector for new entrants to join and one in which they can see personal and career development.

Q. Will there be more work done on more 'novel crops'? Thinking of things like industrial hemp, quinoa and soya, for example

A. We are currently considering where future research priorities should be – the budget is limited, so we have to prioritise but we are interested in hearing all views in that prioritisation process.

Q. Notwithstanding the weather, do you think the recent increases in ergot have anything to do with the trend towards less inversion tillage (the classic solution to the ergot problem)? If we are to continue this trend for soil health and reduction of fuel, then we will need new ways to combat this.

A. There are year-to-year fluctuations in ergot severity that can be explained, to some extent, by variations in weather during flowering. The disease is favoured by cool, wet conditions during flowering, which facilitates spore production and prolongs the flowering period, making infection more likely.

It is true that less inversion tillage is a contributory factor in ergot risk. However, there are other high-risk factors:
o Open pollinated wheat varieties
o Varieties with a long flowering period
o Grassweeds, particularly black-grass
o Grass margins containing early flowering grass species
o Late and secondary tillering

Farmers can reduce the risk of ergot through some husbandry practices:
o In heavily infected areas, harvest field headlands and tramlines separately from the bulk of the crop
o Plant a non-cereal crop or plough to ensure ergots are buried to at least 5 cm depth
o Control grassweeds, especially black-grass
o Avoid open-flowering varieties and varieties with a long flowering period
o Sow later-flowering grass species in grass margins
o Avoid sowing contaminated seed – clean farm-saved seed thoroughly to remove ergot
o There are currently no fungicide sprays approved for use on cereals to control ergot infection, but some seed treatments may have a small effect by preventing ergot germination

Researchers and breeders continue in their efforts to develop ergot resistance in cereal crops. There are reports of new fungicides for ergot that have been introduced in the US, but they have not been fully assessed for Europe yet. For more information on ergot management: ahdb.org.uk/knowledge-library/management-of-ergot-in-cereal-crops

Q. Who is funding the E-Passport pilot, and is it 'mission creep' for a science-based organisation to promote this scheme?

A. The Digital Grain Passport has seen minimal funding from the levy so far, with less than £80k spent externally on developing a pilot. We are now continuing to work with the industry to answer questions and gather views – which we were requested to do by the whole supply chain. AHDB will only consider funding the Digital Grain Passport if it is clear that all groups of levy payers will benefit from it and that the industry wants to move forward with this project. No decisions have been made.

Q. On sustainability and emission reduction, are all options explored? Big advances have been made in biotechnology (for example, bakery), but there is no integrated co-ordination between the different industries. There are good opportunities here for farmers to save money and CO2.

A. There are so many innovations in this area, and science is being developed all the time, so we are not sure anyone can confidently say all options are being explored. We will be reviewing our research priorities and are also putting in place action plans for each sector for improving sustainability, and as part of those, we will be seeking input as to where gaps exist that might need filling for the benefit of our levy payers.

Q. What is the council's view on gene editing and particularly the commercialisation of HB4?

A. Changes created by GE are not by default inherently more risky than those introduced by conventional breeding. However, the safety of consumers, animal welfare, and avoidance of environmental damage must be paramount in the appraisal of all technologies, including GE. In terms of HB4 drought-resistant wheat – this is GM rather than GE technology. To date, the use, for cropping and/or consumption, of HB4 has been approved in a number of countries around the world where GM crops or the use of imported ingredients that have been genetically modified are allowed.

Q. Does AHDB have a key role in coordinating common messages/advice to growers and filling gaps in knowledge?

A. We are currently looking at that as part of exploring a 'What Works' centre concept with others in the industry.

Q. Would the reinstatement of the R&D committee strengthen the focus on AHDB-funded research?

A. Ensuring funding is directed to research that best supports levy payer needs is always the most critical factor. We are committed to getting more farmer input on what research is commissioned. As part of improving that process, we are looking at whether the reinstatement of a committee similar to the R&D committees would help. This is being looked at alongside work we are doing on considering a 'What Works' centre for agriculture

Q. With the inflation we are all facing as an industry, how will AHDB protect us from supply chain profiteering from suppliers and manufactures of the products we heavily rely on?

A. AHDB provide a range of data on the pricing of fertiliser and fuel prices as well as ex-farm pricing to add a layer of transparency to markets in order to help all levy payers better understand the market in which they participate. Competition plus transparency is a key way to ensure that markets work efficiently.

Pork

Q. How do you market and prove the high welfare standards which are the one advantage we have if you discontinue the welfare programme we in the ruminant sector envy?

Q. The past 20 years have seen the creation and termination of several flagship BPEX/AHDB Pork health initiatives, including PHIP – the Pig Health Improvement Programme, and ZNCP – Zoonoses National Control Plan; the Pig Health Scheme shortly joins this list. Where does English pig health now sit in terms of AHDB’s priorities?

A. Results from our Shape the Future vote demonstrated that levy payers from businesses of all sizes were united in wanting AHDB to prioritise post-farmgate work comprising exports, marketing and reputational support, including education. Through our marketing activity, we aim to support the long-term demand for pig meat by championing pork as a healthy and versatile choice for consumers. There were also above-average scores for almost all pre-farmgate work, such as that relating to animal health and welfare and environmental work, so there were no signals to discontinue work in these areas completely.

The sector council has acted on these clear messages from levy payers. Prioritising this work, combined with a reduction in total income, means that some work must be reduced or stopped.

Work to improve animal health and welfare is important, not only for animals but for the profitability of the industry and to assure consumers of high welfare standards. Vets and others carry out valuable work in this area, so the sector council asked AHDB to review its existing work to avoid duplication. While much was retained following this review, the sector council has directed AHDB to discontinue funding the Pig Health Scheme and Real Welfare programmes unless alternative funding can be rapidly established.

However, work will continue in a number of related areas.

We will continue to use data and evidence (AHDB’s own or that of others) to uphold pig meat’s reputation and the sector’s integrity. For example, the collection of antibiotic usage data via the electronic Medicine Book (eMB) system to defend the industry from unfair criticism.

We will conduct disease surveillance and work with the Government and others to minimise the chance of diseases like African swine fever (ASF) entering the country, and we will continue to work with industry and the Government to limit the impact of endemic disease by making it easy for farmers to arrange pig movements via AHDB’s Pig Hub, which provides vital data in the event of disease outbreaks.

We will also continue to work with Defra on developing the Animal Health and Welfare Pathway.

Q. Who else is enabling farmers to provide evidence of welfare on farm?

A. A number of other organisations and businesses enable farmers to provide evidence of welfare on farm. For example, some retailers have bespoke schemes that farmers provide specific information for. Farm assurance schemes also collect information related to animal welfare.

Q: Can we get some recipes that replace chicken with pork? It sounds simple, but people do follow recipes to a T.

A: Agreed. This is a great suggestion and something we have been actively doing for a few years now.

Our TV-led campaign focuses on pork medallions as an easy switch alternative to chicken breast (size, shape, texture and cooking times). The Love Pork TV advert finishes by saying, “Pork medallions; as healthy as chicken breast”.

We back this up with a number of hero recipes that families would normally be familiar with cooking with chicken – Caribbean (Jerk) Pork, Pork Stir-fry, Piri Piri Pork, Pork Ramen, etc. The Pork Stir-fry recipe, in particular, has received good consumer engagement.

These recipe ideas go out over 20m times across social media each year as people increasingly look for more mealtime inspiration. At the end of the last campaign, pork medallion sales were up 54% year on year.

Q: You said the Red Tractor logo was on all the Feed the Family for Less marketing. I've seen a lot of posts, etc. that don't have it on; why is this?

A: Wherever possible, we support, utilise and signpost consumers to Red Tractor.

AHDB is a major sponsor of Ladies in Pigs, who run a promotional and educational programme built around Red Tractor in schools across England.

Now in its fifth year, the Pork Mix Up Midweek campaign clearly shows the Red Tractor logo on the end frame of every TV advert, and our print and digital advertising feature the Red Tractor logo. There may be instances within social media where the artwork is so small on screen that it is not feasible to put a Red Tractor logo on the image. In these instances, we endeavour to reference Red Tractor in the post copy below the social media graphic.

Given the breadth of our work, we estimate that the Red Tractor logo, sitting alongside the Pork Mix Up Midweek campaign, is seen by over 18m households every year. It’s also worth mentioning that 87% of fresh pork on supermarket shelves is British. In fact, there’s never been more British pork on supermarket shelves than in the last 13 years.

Q: Can we directly promote British pork now we have left the EU?

A: The subsidy control regime (formerly state aid) rules don’t allow the use of public money to mention the country of origin, except as a subordinate message to evidence quality.

Is state aid critical to the success of our pork producers in continuing to steal plate share from competing proteins, such as chicken or meat alternatives? No.

Why? Because most consumers don’t buy protein based on its origin. Choices are made based on price, taste, health, and ease of cooking.

Eighty-seven per cent of the fresh pork currently on supermarket shelves is British. In fact, there’s never been more British pork on supermarket shelves than in the last 13 years. In order to deliver a meaningful return on the levy investment, the marketing team must match against the needs of the consumer, which may not always marry those of a farmer. However, in putting the consumer first, we are able to increase demand which ultimately puts more British pork into shopping baskets.

We are judged on our results, and at the last count, AHDB:

• Stimulated £31m of extra pork sales as a direct result of our marketing campaigns over three years
• Delivered an £8 return in retail sales for every £1 of marketing levy invested
• Increased purchase intent for pork by 8% points in a highly competitive market

Q: Could sector council meetings be televised because today has been really informative, and it brings transparency and accountability?

A: We currently have no plans to broadcast sector council meetings in the future, but we may consider holding open meetings from time to time. We publish minutes of all the council meetings in the sector council pages of our website, and sector council members are available to attend discussion groups, pig clubs etc.

Cross-sector

There were a number of questions about Red Tractor. Watch the livestream recording from 1:23 to hear our sector council's comments on the below points:

• How can we talk about brand integrity when we still can't offer whole-life farm assurance with Red Tractor?
• Farm assurance is a key pillar in terms of the reputation of meat and British produce. What plans are there to work more closely with Red Tractor in the way they are joined up in Ireland?
• In an AHDB email to the NFU, RT and AIC regarding grain assurance, a member of AHDB staff used the phrase, "the farmers appear to be getting the upper hand". Who are the AHDB working for?
• Seems to me that RT is an advantage for UK growers, not a disadvantage, as raised in some of these questions. It is a low-cost, one-stop shop for assurance. Much more expensive testing is required for imported grain to make sure it meets the right standards.
• Wth only a very limited look at this, the legality of these dual standards is very questionable. Would AHDB use the £250,000 previously given to RT to legally challenge AIC on their rules for home-grown and imported grain?
• Are AHDB going to stand up for farmers and fight for equal access to markets for our products, and make sure we are not disadvantaged by schemes such as RT?