Looking ahead
Over the next five years, British farming and growing is facing a number of common challenges and opportunities across all sectors.
As a levy-funded organisation, AHDB is well placed to perform a vital thought leadership role, provide independent evidence and work with farmers and the supply chain.
Threats
- Increasing pressures on farm profitability
- Removal of farm support in England and changing farm policy in Scotland and Wales
- Greater scrutiny of the environmental impact of horticulture and farming, driven by Government policy and increased consumer concerns
- Predominantly producing commodities to supply a fiercely competitive domestic retail market
- Increasing pressures on farm profitability
- Long term supply chain impacts from Covid 19 and exiting the European Union
Opportunities
- Opportunity for all farmers and growers to benefit from best practice through benchmarking and farmer to farmer learning
- A shift in policy towards the delivery of public goods and greater self-reliance for farming and growing enterprises
- Reducing environmental impact to drive business profitability and build wider consumer confidence
- Data sharing and collaborative working across the supply chain
- Explore the potential for added value and commodity exports to new markets and developing existing ones
- A collective response from industry underpinned by evidence to tackle changing consumer behaviours at home and overseas
Download a copy of the full strategy proposal

Have your say...

The closing date for feedback is January 31, 2021
To feed back via email, please send your response to strategy2021@ahdb.org.uk
Alternatively, you can send us your feedback by mail at: AHDB Strategy Feedback, AHDB, Stoneleigh Park, Kenilworth, Warwickshire, CV8 2TL
Town Hall meetings
You are welcome to join our series of sector-focused town hall meetings on our strategy, running from December to January 2021.
This is your opportunity to ask questions on the strategy and feed back on your sector’s plan.
- 14 December to 28 January – Horticulture
- 7 January 2021 – Dairy, Pork, Potatoes
- 13 January 2021 – Beef & Lamb
- 15 January 2021 – Cereals & Oilseeds