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Will Jackson, AHDB Divisional Director for Engagement


First of all Happy New Year! I hope you had an enjoyable Christmas with friends and family. As we head into 2022 January is always a key time for messaging around food production and there are some huge plans and ideas to ensure that we maximise this opportunity to shout about what we do and how well we do it.

This isn’t just AHDB it’s about the whole of UK farming and how our world class standards and produce stand out from the rest. This week we launched the next improved burst of our We Eat Balanced activity.

This marketing campaign, which first ran a year ago, has proved to be incredibly effective in getting consumers to understand the importance of meat and dairy as part of a balanced diet. It’s got a whole new look so keep an eye out for us on TV, online and in the supermarkets.

Secondly, we were thrilled to launch our Shape the Future campaign just before Christmas and we have a range of activity planned over the coming months to equip you with the information you need to make an informed decision on how you would like to see your levy spent. There is a series of podcasts which explain about some of the services and resources available through AHDB. We are also hosting several regional events at auction markets throughout January and February which is your opportunity to come along, find out more and get your questions answered. Take a look on our events page.

Shape the Future is about putting you, our levy payers, at the heart of everything we do. We are here to help your farm businesses succeed, so it’s only right that we give you a greater voice in how we spend your levy and this is exactly what we are going to do. To take part in this you must register to be eligible to vote. Registration is open now, so please take just a few minutes and get registered at

Keep safe and best wishes,

Will Jackson
Divisional Director - Engagement

UK/Australia Free Trade Agreement is signed

The Free Trade Agreement (FTA) between the UK and Australia was formally signed on the 16 December 2021. The full text regarding the deal is now available for the first time. The key points for levy payers are as follows. There will be Tariff Rate Quotas (TRQ’s) on beef and sheep-meat imports. These tariffs are set at 35,000t for beef and 25,000t for sheep-meat, increasing at regular annual increments over 10 years to reach 110,000t for beef and 75,000t for sheep-meat by year 10. Any product exceeding this quantity will be subject to the UK Most Favoured Nation (MFN) tariffs. Read more.

Defra funding for improving farm productivity

Defra have announced that farmers in England will be able to access new funding in January. As part of the Farming Investment Fund they will be awarding grants to pay for capital investments to improve farm productivity. The funding aims to improve the efficiency of agricultural production, reduce environmental impact and encourage automation in areas where labour is an issue. Read more.

“As farmers we need to get out and tell our story”

Charles Goadby runs a mixed farm in Warwickshire, milking 350 dairy cows as well as rearing their own dairy beef calves through to slaughter, alongside 344 hectares (850 acres) of combinable crops. In this blog, he talks about his experience of being one of AHDB’s farming ambassadors. Read more.


Industry news

Keep your guard up against liver fluke this winter, warns industry experts

While the risk of liver fluke remains low for much of the UK this season, livestock farmers need to keep their guard up again in what is becoming a less predictable parasite challenge. That is the warning from the Sustainable Control of Parasites in Sheep (SCOPS) and Control of Cattle Parasites Sustainably (COWS) groups as we endure the winter weather. Read more.

Government consultation on changes to the AHDB Statutory Instrument

This consultation seeks views on proposals for legislative reforms to the Agriculture and Horticulture Development Board Order 2008 and applies to the whole of the United Kingdom where levy is collected by the Agriculture and Horticulture Development Board (AHDB). Read more.


We Eat Balanced

Watch the We Eat Balanced TV advert

We Eat Balanced advert coming to a screen near you

The We Eat Balanced campaign aims to provide consumers with facts about the positive role lean meat and dairy can play as part of a healthy, balanced diet.

With a new TV advert being broadcast this month on Channel 4, ITV and Sky as well as on-demand services and social media, our new campaign focuses on the goodness within red meat and dairy, as a natural source of vitamin B12, produced to world-class sustainability and faming standards.

The We Eat Balanced campaign seeks to reconnect consumers with their food and demonstrates that if you’d like to make small positive changes for the better, then sourcing your meat and dairy from the UK will mean you’re buying a product with a lower carbon footprint and produced to some of the highest production standards versus the rest of the world.  Find out more at

Become a Farming Ambassador

If you want to be involved with challenging misinformation through sharing fact-based information about how farming is part of the climate change solution, then get in touch. We are looking to recruit more farmer ambassadors to join the group on social media and help spread the word of how great farming in Britain is. If you would like to get involved, visit


Shape the future of AHDB

In April 2022, you’ll get to have your say on the challenges you want AHDB to focus on and the services we will deliver for you in the future. It’s your opportunity to influence how your levy is spent on the things that matter to you most.

Each eligible business gets one vote per sector provided they meet the following criteria in the 12-months up to 11 April 2022: Beef, lamb and pork: Any business that kept pigs, sheep or cattle in England, any processor who has slaughtered pigs, sheep or cattle in England, or any business that purchased pigs, sheep  or cattle in England for export.

Registration to vote is now open. Find out more.


What do I get for my levy?

We want British beef and lamb farmers to succeed and thrive in a rapidly changing world. Find out more about how your money is invested and how it makes a difference to your business. Find out more.

A breakdown of where the levy is spent for beef and lamb
Listen to a podcast where two farmers talk about some of the AHDB services they use


Somerset: Beef & Lamb - Targeting your marketplace

Date: Wednesday 12 January

Time: 6:30pm - 9:00pm

Location: Sedgemoor Auction Centre, Bridgwater, Somerset, TA6 6DF

Book now

Leicestershire: Beef & Lamb - Targeting your marketplace

Date: Monday 17 January

Time: 6:00pm – 8:30pm

Location: Melton Mowbray market, Leicestershire, LE13 1JY

Book now

Yorkshire: Beef and Lamb - Targeting Your Market

Date: Tuesday 18 January

Time: 6:30pm – 9:00pm

Location: Skipton Auction Market, North Yorkshire, BD23 1UD

Book now

Kent: Beef & Lamb - Targeting your marketplace

Date: Wednesday 19 January

Time: 6:30pm – 9:00pm

Location: Ashford Livestock Market, Ashford, Kent, TN24 0HB

Book now

Shropshire tyres, traction and compaction

Date: Wednesday 26 January

Time: 10:30am – 1:00pm

Location: Shropshire

Book now

Northumberland: Beef & Lamb - Targeting your marketplace

Date: Monday 7 February

Time: 6:30pm – 9:00pm

Location: Hexham and Northern Marts, Hexham, Northumberland, NE46 3SG

Book now