Defra has signed off on an AHDB promotional campaign for beef and lamb, after ministers’ involvement in releasing levy funds to be spent on a publicity campaign caused widespread anger in the livestock sector.  

The £1.6m promotional activity, part of a three-year strategy to add value to the supply chain, will now be launched next month.

Although farmers’ groups welcomed the announcement on Wednesday, they expressed disappointment at delays to the release of levy funds, and many have demanded that levy payers should have more of a say in how funds raised from them are spent.

Commenting on the situation, NFU livestock chair Charles Sercombe said, “This is good news for livestock farmers at a time when many are continuing to struggle with low prices. With high volumes of lambs still to be marketed this autumn it is critical that we maintain consumer demand for new season British lamb.
 
“However… The delays and dithering by Government have been totally unacceptable and are bound to have a major impact on how the money is spent.

NFU’s Mr Sercombe said Cabinet Office spending controls were the reason that AHDB’s promotional activity was subjected to delays.

He continued, “While we recognise that Government should scrutinise AHDB, we are encouraged that AHDB is focusing on achieving value for money on levy-payers’ behalf. We ask that [Defra] respects the expertise of the beef and lamb sector board that allows them to direct strategy for the red meat sector.”

“This delay must not be allowed to happen again next year.”