Calendar An icon of a desk calendar. Cancel An icon of a circle with a diagonal line across. Caret An icon of a block arrow pointing to the right. Email An icon of a paper envelope. Facebook An icon of the Facebook "f" mark. Google An icon of the Google "G" mark. Linked In An icon of the Linked In "in" mark. Logout An icon representing logout. Profile An icon that resembles human head and shoulders. Telephone An icon of a traditional telephone receiver. Tick An icon of a tick mark. Is Public An icon of a human eye and eyelashes. Is Not Public An icon of a human eye and eyelashes with a diagonal line through it. Pause Icon A two-lined pause icon for stopping interactions. Quote Mark A opening quote mark. Quote Mark A closing quote mark. Arrow An icon of an arrow. Folder An icon of a paper folder. Breaking An icon of an exclamation mark on a circular background. Camera An icon of a digital camera. Caret An icon of a caret arrow. Clock An icon of a clock face. Close An icon of the an X shape. Close Icon An icon used to represent where to interact to collapse or dismiss a component Comment An icon of a speech bubble. Comments An icon of a speech bubble, denoting user comments. Comments An icon of a speech bubble, denoting user comments. Ellipsis An icon of 3 horizontal dots. Envelope An icon of a paper envelope. Facebook An icon of a facebook f logo. Camera An icon of a digital camera. Home An icon of a house. Instagram An icon of the Instagram logo. LinkedIn An icon of the LinkedIn logo. Magnifying Glass An icon of a magnifying glass. Search Icon A magnifying glass icon that is used to represent the function of searching. Menu An icon of 3 horizontal lines. Hamburger Menu Icon An icon used to represent a collapsed menu. Next An icon of an arrow pointing to the right. Notice An explanation mark centred inside a circle. Previous An icon of an arrow pointing to the left. Rating An icon of a star. Tag An icon of a tag. Twitter An icon of the Twitter logo. Video Camera An icon of a video camera shape. Speech Bubble Icon A icon displaying a speech bubble WhatsApp An icon of the WhatsApp logo. Information An icon of an information logo. Plus A mathematical 'plus' symbol. Duration An icon indicating Time. Success Tick An icon of a green tick. Success Tick Timeout An icon of a greyed out success tick. Loading Spinner An icon of a loading spinner. Facebook Messenger An icon of the facebook messenger app logo. Facebook An icon of a facebook f logo. Facebook Messenger An icon of the Twitter app logo. LinkedIn An icon of the LinkedIn logo. WhatsApp Messenger An icon of the Whatsapp messenger app logo. Email An icon of an mail envelope. Copy link A decentered black square over a white square.

Farmer levy body to make rebranding investment

Winter barley plantings are down, but spring plantings are up.
Winter barley plantings are down, but spring plantings are up.

The body overseeing farmer levy money spent in the UK is to spend an undisclosed sum on re-branding later this year.

All farmer levy bodies, under the remit of umbrella body the Agriculture and Horticulture Development Board (AHDB), will have their names changed to create one “simplified family of levy-payer facing brands under the AHDB name”.

The move does not affects Scots red meat levy body Quality Meat Scotland, but it will result in UK-wide levy bodies being given new names.

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

English levy bodies BPEX and EBLEX will become AHDB Pigs and AHDB Beef & Lamb.

AHDB declined to confirm how much the rebranding would cost, but said it would be “mindful of the cost in relation to benefits”.

It said the move, which followed a recommendation at a sector board member conference back in November 2013, was in line with a commitment in last year’s corporate plan to “look at creating a simplified family of brands”.

The body’s chairman, Peter Kendall, who previously headed up the NFU south of the border, said: “This is an important step forward for AHDB as we move towards our aim of looking, feeling and behaving as one organisation.

“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.”

AHDB said a detailed plan for re-branding was being finalised, and any existing branded stocks were to be used up to ensure the re-brand was achieved at minimal cost.

The body has also recently appointed a former agricultural journalist as its new chief executive.

Jane King, who most recently worked as editor and editorial director at the Farmers Weekly Group, replaces Tom Taylor and will start her new position on February 1.

AHDB senior director Mick Sloyan is acting as chief executive in the interim.