Marketing and exports


We will:

  • Deliver marketing campaigns on health, nutrition and the environment to drive long term positive sentiment towards our sectors’ products to ensure consumers continue to purchase meat, dairy and potatoes
  • Invest in marketing to support sales of British produce in times of crisis
  • Fly the flag for British produce overseas with selected staff in key markets, including China
  • Make the most of established export markets to grow opportunities for British produce
  • An education programme in partnership with the British Nutrition Foundation to inform tomorrow’s consumers
  • Work to secure access to new markets to increase export opportunities
  • Explore the potential for a new export brand to communicate the credentials of British produce overseas
  • Support UK businesses to export by providing practical know how and local insights

Our ambitions are:

  • Open five new export markets to a value of £577m
  • Grow opportunities in three existing markets to a value of £790m
  • Protect volume and value sales by an 5% increase in positive sentiment from UK consumers towards British food and farming

Helping UK consumers make a positive choice

Consumer buying habits at home will continue to change, driven by recessionary behaviour, health concerns and fears around making the right sustainable food choices. In the food service sector, there is a growing risk of price advantage leading to cheaper imported products. To address these challenges, our marketing work will focus on giving consumers the right information to make a positive choice about what they eat.

This will be delivered by promoting evidence-based nutrition and health benefits of British produce alongside the welfare and environmental credentials. Wherever possible, we will seek to deliver campaigns in partnership with others, building on our successes with Hybu Cig Cymru, Quality Meat Scotland, Red Tractor and Dairy UK.

Insight-driven focus on exports

Export investment will be in three core areas: market evaluation, market support and delivery in country. We will lead a co-ordinated, insight-driven focus on key markets such as Japan, the US, China and the Middle East through targeted activity and partnership programmes.

Building sustainable markets

AHDB helps build sustainable markets at home and overseas for British produce. New global trading agreements will change both import and export opportunities and relationships. The domestic supply chain needs to be agile and able to respond at pace to these changing market dynamics.

We will continue to provide the central industry resource for supporting the export of our sectors’ products, working closely with the supply chain and Government to seek out the best opportunities to drive both volume and value markets. This will be based on AHDB’s leading global consumer and market insight.


Download a copy of the full strategy proposal

Change Programme and Strategy 2021-2026 (PDF)

Have your say...

Feed back on the AHDB strategy using our online form

The closing date for feedback is January 31, 2021

To feed back via email, please send your response to strategy2021@ahdb.org.uk

Alternatively, you can send us your feedback by mail at: AHDB Strategy Feedback, AHDB, Stoneleigh Park, Kenilworth, Warwickshire, CV8 2TL

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