Wednesday, 28 December 2016

A look back at AHDB Beef & Lamb 2016....

As we near the end of an eventful year, we’ve taken the opportunity to showcase AHDB Beef & Lamb’s “best bits” from 2016 and take a look forward to 2017.



The year began with incoming Sector Strategy Director, Laura Ryan, starting her first full year in her new role by outlining her aspirations for the year.
Laura emphasised the significance of the consumer as she highlighted supply chain efficiency, increased market opportunities and quality assurance as areas of focus for the year ahead.

Later that month, it was standing room only as representatives of AHDB Beef & Lamb and the NFU got together for the first Northern Beef & Sheep Conference in several years in North Yorkshire. High-profile guest speakers joined representatives from the NFU and AHDB to discuss the challenges facing the industry.

Given the pressures on the farmgate price, encouraging sales of beef and lamb dominated this session. Laura Ryan talked in depth about the work currently being done to improve product consistency and outlined some new product development initiatives.
In March, AHDB was the only overseas livestock exhibitor at Europe’s biggest agricultural event, the Salon International d’Agriculture (SIA) in Paris. France represents 50% of the export market for UK lamb, making it our single most important export market for sheep meat.



The event was a great opportunity for AHDB Beef & Lamb to reaffirm its place as a key supplier to the French market.

On the other side of the Channel, Great British Beef Week, which takes place every year around St George’s day (23rd April), is a regular date in our calendar. The event, which was thought up by the Ladies in Beef, has been running since 2011. This year, AHDB Beef & Lamb supported the week with the “Beef up your Butty” campaign, designed to encourage consumers to experiment with their roast beef leftovers.

The Brexit vote dominated the news in June and our annual Meat Export Conference on 29 June gave us the opportunity to start the dialogue on how to maximise opportunities in the new political landscape. More than 100 delegates heard about developments in international markets and implications for the meat trade in the wake of the UK’s Brexit vote.

Love Lamb week lit up September. The campaign, which was developed by Yorkshire sheep farmer Rachel Lumley, is a great opportunity for the whole industry to get involved and help consumers understand that lamb is versatile, tasty and easy-to-cook, as well as educating people about our sheep production systems.



September also marked a key milestone for our RamCompare project, as we began to see the first results from the industry scheme which aims to drive forward genetic improvement in the sheep industry. Early analysis has shown a pleasing amount of variation, with some sires excelling and progeny growing quickly.

Our popular mini roast adverts returned to the small screen for the third year in October. For 2016, the focus was on young couples, aged 25 to 34, using online activity, press advertising and PR to persuade them to try the mini roast as the perfect date-night meal, enabling them to spend quality time together during the week.



As 2016 drew to a close we were looking to the future, as our new three-year corporate strategy was put out to consultation at the beginning of December. The strategy, entitled ‘Inspiring Success’, maps out the long-term areas of focus for the English beef and lamb sector. These address the specific challenges arising from the need for a more consistent product to meet changing consumer demands.

Key stakeholders found out more about the strategy and heard from some inspiring speakers at our Stakeholder Seminar on 8 December. The event included presentations from David Wagstaff of the Happy Egg Company, who gave an insight into creating an award-winning brand, and Paul Clayton from the US Meat Export Federation, who gave a global view of the beef trade from the US perspective.

Hopefully that gives you a flavour of what we’ve been doing in the last 12 months – you can find plenty more information on all of our projects and events on our website.

We hope you have a Merry Christmas. We’ll be back in January for what will certainly be another busy year!