Wednesday, 27 December 2017

Activities across AHDB Beef & Lamb during 2017…

With 2018 looming, we look back at key AHDB Beef & Lamb activity during 2017.

Looking back to January, we started our recruitment for our Selection Academy. The aim was to find a number of beef & lamb experts that could help us to spread our messages around selecting the right stock for slaughter through events in their regions. We now have a team of nine selection specialists across the country who have all started to run events. Search for a specialist in your region.




February saw the Meat Education Programme take home the prize for the Best Training Initiative at the Food Management Today Industry Awards, for addressing a lack of accessible training for professionals working in the meat industry. The Meat Education Programme aims to help both individuals and businesses enhance their knowledge and understanding of the preparation and cooking of meat, and provide them with certification recognised by the meat industry.
Dr Phil Hadley, AHDB International Market Development Director, was awarded with one of the highest accolades in the meat industry in recognition of his longstanding commitment to the meat sector. Dr Hadley was presented with a Fellowship of the Institute of Meat at The Institute of Meat and Worshipful Company of Butchers Annual Prize-Giving.
We held our Halal Seminar, back in February with more than 80 delegates attending from the sector to discuss the key issues and opportunities. We saw presentations from a range of halal specialists including a talk from Professor Joe Regenstein, a leading halal expert, who looked at how the halal sector can meet consumer needs. We also welcomed our new halal Sector Manager, Awal Fuseini, who is helping us to focus on the needs of the halal industry.



In Spring we launched the search for Strategic farms across the country. As part of our wider Farm Excellence work, the farms will aim to demonstrate clear advances in on-farm productivity by monitoring performance and implementing best practice. With 13 farms on-board, we’ve now had launch meetings across the farms and have more events planned for the next year.

Great British Beef Week, a high-profile campaign to increase sales of beef & lamb by encouraging consumers to purchase mini roasts took place in April. The campaign reached 22 million households through TV, press and digital activity, adding £1.3 million in mini roast sales.

The summer saw the launch of RB209 at the Grassland & Muck event. The manual offers best practice guidance on the application of mineral fertilisers, manures and slurries to crops and grassland. We also ran Brexit 360, a number of panel discussions with AHDB experts that explored the impacts of Brexit one year on for UK agriculture and horticulture. The videos are available on the AHDB’s Youtube channel and are complimented by AHDB’s suite of Horizon publications that give an overview of Brexit and potential scenarios for what the agricultural and horticultural sectors could look like in a post –Brexit landscape.

In October we launched the Challenge Sheep project and recruited 13 farms to take part in a project to track and evaluate the consequences of the rearing phase on the lifetime performance of ewes. We have now had all the launch events and look forward to drilling into the detail of the data at discussion groups throughout 2018.
We announced a €10 million campaign to boost lamb consumption over the next three years. The campaign is a joint venture between France, England and Ireland, and means AHDB secured a €10 million campaign for a €1 million investment, to support the lamb sector. We also launched our SQQ survey that seeks opinions from those working in the sheep sector. The survey runs until 31 December – so you still have time to take part.



The last major beef & lamb event of the year was our annual AHDB Beef & Lamb Stakeholder Conference, which looked at how the beef & lamb industry can make preparations to be ‘fit for the future’. We heard from experts across AHDB, as well as a number of guest speakers. You can view snippets from the presentations here.
For AHDB Beef & Lamb activity throughout the year why not sign up to our monthly e-news?


Happy New Year from all at AHDB Beef & Lamb.