Britain’s version of a pork checkoff agency will have a new name, effective the middle of 2015.
Known currently as BPEX from its roots as the British Pig Executive, it is the division of the national Agriculture and Horticulture Development Board (AHDB) that focuses on enhancing the competitiveness, efficiency and profitability of pig levy payers in England and driving demand for British pork both within the UK and internationally.
An announcement from the AHDB headquarters has revealed that each of the operating divisions will be rebranded in 2015 under the AHDB name. From mid-2015 this means that the BPEX brand will disappear as the agency adopts its new name of AHDB Pigs.
Other agencies will also undergo name changes. Under the branding changes, DairyCo becomes AHDB Dairy, EBLEX becomes AHDB Beef & Lamb, HDC becomes AHDB Horticulture, HGCA becomes AHDB Cereals & Oilseeds and Potato Council becomes AHDB Potatoes.
AHDB Chairman Peter Kendall said: “This is an important step forward for AHDB as we move towards our aim of looking, feeling and behaving as one organization.
“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.”