Wednesday, 10 June 2015

EBLEX becomes AHDB Beef and Lamb

It’s been a busy few weeks for communications teams across AHDB as the organisation prepared to move from individual sector brands (EBLEX for beef and lamb, BPEX for pigs etc) to new identities which better reflect the fact that we’re all part of the Agriculture and Horticulture Development Board (AHDB).

Our new AHDB sector names and logos were officially launched at the Cereals Event today (June 10) by AHDB chairman Peter Kendall and chief executive Jane King, who were joined on the AHDB Cereals & Oilseeds stand by Farming Minister George Eustice.

In addition to EBLEX’s rebrand as AHDB Beef and Lamb, the move means BPEX has become AHDB Pork, HDC has become AHDB Horticulture, DairyCo has become AHDB Dairy, HGCA has become AHDB Cereals & Oilseeds, and Potato Council has become AHDB Potatoes. Each of the sectors has a new collective logo in existing sector colours.

Our website has been moved to beefandlamb.ahdb.org.uk to reflect the changes and our social media channels have been updated. The new branding will start appearing at shows and in publications over the coming weeks and months.

The feedback on the new branding seems to have been broadly positive so far, however we’re aware that it’s going to take a while to build awareness of the changes. We’ll therefore be doing everything we can to communicate the new name and logo to levy payers and other stakeholders.

Our aim is to keep it as simple as possible for those we communicate with, so anyone visiting our old website (www.eblex.org.uk) will be redirected to the new one and existing subscriptions and social media connections will be updated automatically.

You will still see the old EBLEX brand around for some time, as in order to ensure costs are kept to a minimum, existing stocks of our various resources will be run down over the next few months before being replaced.

The change won’t affect sub-brands such as the Better Returns Programme, which will continue to be the identity we use for all our knowledge transfer work. Our assurance scheme for beef and lamb, the Quality Standard Mark, will also remain unchanged. In addition, all of our consumer marketing work will continue to appear under the Simply Beef and Lamb banner.

If you’re keen to see the new AHDB Beef and Lamb brand in action, you will have the opportunity to do so at the Livestock Event on 8 and 9 July, where we will be sharing a stand with our dairy colleagues, as welll as at plenty of other events over the coming months.