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Consumer positivity towards British agriculture and trust in farming hits six-year high
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Results from our recent consumer research show that 67% of consumers feel very or somewhat positive towards British agriculture; the data also showed that consumer trust is improving.
Another boost for agriculture is the positive direction that consumer interest in farming and food production continues to head in, with both seeing steady rises over the last couple of years.
Read more about the consumer research
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British Cattle Breeders Conference 2025
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Join us at the British Cattle Breeders Conference (BCBC) on 20–22 January to hear about some of the work we’re involved with, keeping levy payers front of mind.
Kicking off with the bovine workshop on day one, we will be talking about debunking myths and breaking down barriers.
On day two, join Graham Wilkinson, AHDB CEO, and Samantha Charlton, AHDB Beef & Lamb Director, for a session on unlocking the success of British agriculture in an evolving landscape.
We are also pleased to be collaborating with Tianhai Yan from the Agri-Food and Biosciences Institute (AFBI) at Hillsborough, who will be discussing the Feed into Beef project, which has resulted in new nutritional models for feed intake and energy feeding standards.
Follow us on social media for updates
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What influences Gen Z food choices?
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Our recent study explores Gen Z attitudes towards food, influences on their shopping behaviour and where they are sourcing this information from.
Born between 1997 and 2012, Gen Z are the retail consumers of the future and are expected to account for 11% of UK retail spend by the end of 2030 (Barclays, 2023).
The research shows that when it comes to influencing Gen Z food decisions, it’s important to highlight health claims relating to naturally occurring protein, vitamin and mineral contents. We have taken this on board and proactively target marketing campaigns to Gen Z consumers with this in mind.
Find out more about the research and how it’s impacting our marketing activities
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Fall in beef and sheep meat production forecast
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Our latest analysis forecasts lower levels of beef and sheep meat production in Great Britain by 2030.
We explored the topic to understand how cattle and sheep supplies may change in the future, which is imperative for the strategic planning of businesses involved in the production of beef and sheep meat.
The baseline scenario for beef forecasts a 6.1% decline in production by 2030. For sheep meat, the baseline scenario forecasts production could drop by 0.6%.
Learn more about the findings in our Agonomics podcast.
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Genomic approaches for terminal sire breeds
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In 2022, we launched the UK’s first genomic breeding values for sheep, as part of Signet’s hill sheep breeding programme. This was pioneering work and groundbreaking in the way that it helped commercial producers to select performance-recorded hill rams – particularly for maternal traits.
Following their release, Signet was approached by several breed societies looking to share genomic information. As a result, Signet will launch genomic breeding values for Charollais, Hampshire Down and Suffolk sheep in January.
Learn more about genomic breeding values
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Food – a fact of life conference inspires Scottish teachers
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In November, a hands-on, interactive conference at Abertay University provided teachers from across Scotland with curriculum support and teaching resources to help them empower young people with the skills and confidence needed to cook and eat well.
Over 80 food and nutrition teachers from secondary schools across Scotland took part in the event, gaining insights to inspire students with engaging, practical approaches to food education.
Read more about the conference
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Let’s Eat Balanced is returning in January
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Our Let's Eat Balanced campaign highlights that British beef, lamb and dairy are natural sources of vitamin B12, which helps to reduce tiredness and fatigue.
The campaign is returning in January, with lots of activity planned to target consumers at a time when many will be focusing on health and diet.
Keep an eye out for activity and make sure you share content with friends and family.
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Practical support and guidance
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Husk: Are you in control of lungworm?
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Over the last 25 years, lungworm has been on the increase. Outbreaks of lungworm are notoriously unpredictable, with more variation year-to-year, farm-to-farm and pasture- to-pasture than are seen with gut worms and liver fluke.
While young cattle in their first grazing season are most at risk of disease, older cattle can be at risk too. It is, therefore, a good idea to review your lungworm prevention plan regularly.
Learn more about how to spot and control lungworm
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The economics of bale grazing
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If you missed last month’s webinar when we discussed the management strategies and financial outcomes of bale grazing, you can catch up with all the action by watching the recording below.
If you’d like to explore the topic in more detail, you can also read our bale grazing report which goes into the topic and case studies in more detail.
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People are the most important asset in your business – the better people look after themselves, the better they perform in all areas of life.
During a recent AgriLeader broadcast, Kat Thorne, founder of The Morning Game Changer, shared practical strategies for maintaining consistency, balancing productivity with recovery, and preventing burnout, all tailored to the unique challenges faced by farmers.
Watch the recording for valuable insights into how simple, actionable changes in daily routines can improve both wellbeing and long-term success in farming.
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World Soil Day is Thursday 5 December and the theme this year is Caring for soils: Measure, monitor, manage.
This time last year, we caught up with Joel Williams, an independent plant and soil health educator and consultant, to talk all things soil and we thought what better time to revisit this conversation than World Soil Day.
Listen to part one and part two of the podcast
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With the help of his AHDB colleagues, David Eudall looks at the complexities surrounding the changes to the farm inheritance tax announced in the Autumn Budget.
There's discussion about the future of delinked payments and more on the Sustainable Farming Incentive too.
Listen to the podcast
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Beef and lamb Farmbench – How does your farm stack up?
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Bull selection: Using what’s available in 2025
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Talking Leaders: Create a thriving workplace
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During this broadcast on 12 December, Dr Ellen Joan Ford, an award-winning leader and founder of the #WorkSchoolHours course, will share insights from her extensive research and leadership experience, highlighting how organisations can enhance productivity, retention and employee wellbeing.
You'll come away with practical strategies to transform your workplace culture for the better.
Register for the broadcast
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Join us at the AgriLeader Forum 2025 on 28–29 January to be inspired by renowned experts and meet up and network with like-minded farmers.
What to expect:
Find out more and register
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Time and time again – So, what's the plan?
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During this meeting in Cumbria on 28 January, we will help you develop a plan for the future of your business.
This is a collaborative event held in conjunction with Michael Blanche (The Pasture Pod Podcast), Richard Miller (Burnetts Solicitors), Heather Bland (Burnetts Solicitors) and Andrew Sims (Dodd & Co Accountants).
Find out more and register
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