AHDB hits back at claims farming is ‘on the back foot’ in terms of promotion

But Rebecca Miah, head of marketing (crops and dairy) at AHDB, told Farmers Guardian promotion by levy boards was not as visible as marketing from commercial organisations because it runs under different brands.

“Working behind the scenes for our levy payers, AHDB is very much on the front foot of reputation work, speaking not to the vocal but small group of antagonists, but to the 90 per cent plus of the population which still enjoy red meat and dairy,” she said.

“This is done in a targeted way via PR, social media, digital and use of advanced technology such as artificial intelligence. Farmers are unlikely to be the target audience, so their perception can be we are not doing anything. This could not be further from the truth.

Research

“Kantar research states while branded campaigns account for 5 per cent of total sales, AHDB campaigns return 8.3 per cent.

“From 2018 and 2019, AHDB campaigns reduced the number of people planning to switch into dairy alternatives by 11 per cent.”

Ms Miah went on to call on the industry to pull together to amplify positive messages rather than ‘throwing rocks’ at each other.