The new Agriculture and Horticulture Development Board (AHDB) will see a sector-focused activity delivered under six brands: AHDB Beef and Lamb (formerly known as EBLEX), AHDB Cereals and Oilseeds, AHDB Dairy, AHDB Horticulture, AHDB Pork and AHDB Potatoes, while cross-sector projects will be delivered as AHDB.
Speaking at the launch last month, AHDB chair Peter Kendall said the new look and proposed way of working was a step change in future AHDB delivery to levy payers.
Kendall stressed that sector specialisms would continue as part of the new plan, and said: "Key to our new way of functional working will be retaining sector expertise and the input of AHDB's Sector Boards. We will also continue to ensure that levies raised in a sector will be spent for the benefit of that sector."
"Our role is to help put a number of building blocks in place to support the future growth of a competitive farming industry.
AHDB's Sector Boards will be meeting later this month to discuss priorities for their sectors and for AHDB as a whole. This is prior to a planned wider industry discussion on future AHDB activity later this year.
In order to minimise rebranding costs, existing supplies of legacy branded materials will be run down over the next few months. Earlier this year the AHDB Board said it aimed to keep the core costs of the rebrand at £60,000.