The British Pig Executive (BPEX), the British pork checkoff agency, has officially changed its name to AHDB Pork.

The move follows an announcement made in January that the agency, a division of the national Agriculture and Horticulture Development Board (AHDB) would rebrand itself to include the AHDB name.


Similar groups within AHDB are also rebranding to include the AHDB name. Those changes include:

  • DairyCo has become AHDB Dairy
  • EBLEX has become AHDB Beef & Lamb
  • HDC has become AHDB Horticulture
  • HGCA has become AHDB Cereals & Oilseeds
  • Potato Council has become AHDB Potatoes

“Our new brand reflects AHDB’s aim of looking, feeling and behaving as one organization, delivering better value for our levy payers across all sectors,” the organization stated.

The new branding will start to appear on all new material published from now on, but existing digital material using the BPEX brand will remain available. Other than the branding, people should not notice any difference in the services being provided by AHDB Pork, the agency stated.

In order to minimize rebranding costs, existing supplies of legacy branded materials will be run down over the next few months. Earlier in 2015, the AHDB Board said it aimed to keep the core costs of the rebrand at GBP60,000 (US$94,458).