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AHDB rebrand will cost up to £60k of levy payer cash

The AHDB rebranding operation is expected to cost up to £60,000 of levy payers’ cash.



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The levy board will see its six operating divisions rebranded later this year to reflect a move to a single organisation, and there is expected to be an increased focus on knowledge transfer.

 

Farmers had voiced concerns to Farmers Guardian about what the overall cost of rebranding the levy body could be.

 

Anna Farrell, head of levy payer communications, said: “The AHDB board has stated it aims to keep the direct cost of the rebrand, including levy payer market research, below £60,000.

 

“Costs will be minimised by using in-house expertise, running down existing branded stock and publications and appropriate phasing in of new divisional display materials as part of ongoing replacement policies.”

 

Farmers also raised concerns levy money could potentially be put into an overall funding pot, rather than being ring-fenced within each sector, but AHDB dispelled the rumours.

 

Ms Farrell added: “On levies, the AHDB statutory instrument makes it clear levies raised in relation to one sector must be used in relation to the same sector. This will not change.

 

“Levies from one sector will not be spent on another sector, but this does not prevent us spending levies on cross-sector projects where there are clear cross-sector benefits, such as on education, red meat exports and some soils projects.”

 

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