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With Brexit news, the AHDB change programme and a new advertising campaign focusing on the reputation of red meat, there is lots going on this month... 


After ushering in 2021 with very different Christmas and New Year celebrations, we hope to find you well having had some time with loved ones. At AHDB we are starting the year as we mean to go on with a real focus on the key areas to deliver for you over the coming year. 

The activity aims to provide both long term benefits as well as recognise that our industry is navigating a new lockdown, and trade is finding its way of settling after the EU exit. We have a range of resources available to help you plan and get the help you require since leaving the EU, including our business impact calculator tool available online.

This week we have launched a large-scale marketing drive, reassuring consumers that eating a balanced diet which includes red meat and dairy, is the most sustainable way to enjoy food and is healthier than removing whole food groups and “fad” diets. Eat balancedpromotes a positive attitude towards red meat and we have some great creatives for you to share on social media, along with a new TV advert and its own website . This is just the very beginning of AHDB’s key role in changing the conversation on the vital role of red meat in supporting Britain’s positive nutrition needs and sustainable food security.

Another focus for us this month is sharing
AHDB's new five-year strategy and programme for change plans. We are embarking on major change at AHDB to improve value for your levy and we want you to have your say. Come along to our Town Hall meeting on Wednesday 13 January for an open discussion about the future direction of beef and lamb at AHDB.

Keep safe and best wishes

Rebecca Miah

AHDB Beef & Lamb Strategy Director


UK secures free trade deal with EU

Crucially the agreement gives us a zero tariff and zero quota access to EU markets for good, which is great news. However, changes to that close relationship still means increasing costs and complexities due to leaving the single market. Read more

AHDB Chairman comments on the change programme and strategy

Once AHDB has a full understanding of the needs of the sector, programmes and budgets will be created openly with levy payers to produce a levy that’s fit for purpose. Read more

New £1.5m campaign to encourage consumers to "Eat Balanced; Enjoy the food you eat"

AHDB has launched a new £1.5 million “Eat Balanced” TV led advertising campaign, encouraging more British households to continue eating meat and dairy as part of a balanced diet. Read more


Caring for your livestock this winter

Feeding the ewe
Feeding suckler cows and calves

Consumer marketing activity

Eat Balanced marketing campaign goes live
Read the EU Exit perspectives blog
Listen to this podcast about mixing livestock and arable to help improve the sustainability of your business

Recipe of the month

Download the recipe

Beef & Lamb webinars

Beef & Lamb Town Hall discussion on AHDB Strategy

Date: Wednesday 13 January

Time: 6:30 – 8:30pm

Book now

Mental health in agriculture – where next?

Date: Monday 18 January

Time: 7:00 – 8:00pm

Book now

The rewards of maximising new-born survival

Date: Thursday 21 January

Time: 7:00 – 8:00pm

Book now


Catch up on the latest webinars 

Visit the beef and lamb events archive page