Help to grow UK dairy exports in the US has been given a boost with the appointment of a new in-market specialist.

Victor Willis, who has more than 25 years retail and manufacturing experience in the dairy sector, has been appointed as Vice President of Market Development (USA) by the Agriculture and Horticulture Development Board (AHDB) and will be its new dairy products representative in the US.

The role, jointly funded by the Department for Business and Trade (DBT), will see Victor working closely with dairy exporters to help grow further opportunities for the sector in the US market.

It comes after the Government launched its new Dairy Export Programme last November, committing to providing specialist resource in priority markets for the sector and maximise the opportunities presented. The programme was the result of the Government's decision at last year's Farm to Fork summit to invest £1 million in the dairy sector – as part of a wider package to support agriculture, food and drink – to boost UK dairy exports, especially among small and medium-size enterprises (SMEs).

The programme was developed in consultation with industry, facilitated by the industry-led Dairy Export Taskforce, ensuring activity developed fully addressed the sector's needs. The programme includes helping develop the export capability of UK businesses and championing their products on the global stage. The taskforce represents industry and is supported by industry bodies such as the AHDB, the NFU and Dairy UK. DBT and DEFRA are also represented on the taskforce.

The US is the UK's second biggest dairy export market and AHDB analysis has highlighted further opportunities over the next decade with increasing levels of cheese consumption.

Lucy Randolph, AHDB Head of International Trade Development (Dairy), said: "The US is an important market for UK dairy exporters and we have identified further long-term opportunities to build on the successes our industry has already achieved.

"A key part of driving that growth is the support of having a strong in-market presence and we are delighted that Victor has joined the team to work with UK dairy exporters to help fulfil their full potential in the important US market. His wealth of experience in developing market strategy, brand development and product innovation will be invaluable."

Dr Phil Hadley, AHDB International Trade Development Director, said: "Our dairy levy payers have told us how much they value AHDB's work to support exports and want to see more of it. The additional Government money announced last year was welcome in complementing AHDB's annual investment in providing tools and support to help drive dairy exports forward.

"The collaborative approach between AHDB and Government to drive UK export growth is well established and Victor's appointment is a further demonstration of our shared commitment to helping ensure our dairy exports thrive on the global stage."

Further details about export opportunities for UK dairy in specific regions around the world can be found in the AHDB analysis Prospects for UK agri-food exports.