Peter KendallPeter Kendall © Tim Scrivener

The Agriculture and Horticulture Development Board (AHDB) is to simplify its existing levypayer sector bodies under the AHDB banner.

From this summer, Eblex – the beef and lamb levy board for England – will become AHDB Beef & Lamb. Bpex – its sister organisation for pork – will be renamed AHDB Pigs.

DairyCo will be renamed AHDB Dairy, HGCA will become AHDB Cereals & Oilseeds, and the Potato Council will be AHDB Potatoes. The Horticulture Development Company (HDC) will be renamed AHDB Horticulture.

See also: AHDB bids to become centre of excellence

The decision to simplify the AHDB sector brands follows a recommendation made at an AHDB sector board member conference in November 2013 and a commitment in last year’s AHDB corporate plan.

“This is an important step forward for AHDB as we move towards our aim of looking, feeling and behaving as one organisation,” said AHDB chairman Peter Kendall.

“Coming together under one simplified brand can help AHDB increase our influence on behalf of our levy payers. This will ensure we are in a better position to make the most of future industry opportunities.”

A detailed roll-out plan is now being worked up, with the aim of using up existing stocks of sector-branded materials to ensure any rebranding is achieved at minimal cost.

The AHDB is a UK-wide, non-departmental public body, sponsored by Defra and primarily funded by farmers, growers and others in the supply chain through statutory levies.

Established in 2008, it supports the meat and livestock industries in England, and horticulture, milk, potatoes and cereals and oilseeds in the UK. Its remit covers 75% of total UK agricultural output.