Prys Morgan has been appointed beef and lamb sector director at the Agriculture and Horticulture Development Board (AHDB), and will join the organisation at the end of June.
With more than 30 years’ experience across the UK red meat sector, AHDB said that Morgan will bring “deep commercial experience and a strong track record” in delivering for the supply chain. His career spans procurement, operations and industry development, which the body said would give him a clear view of the pressures – and potential – facing levy payers.
Most recently, Morgan was livestock director at Kepak Group, leading cattle and lamb procurement across England and Wales. There, he helped shape agricultural strategy, strengthened supplier relationships and represented the business on key issues including sustainability and food security.
Earlier roles at Hybu Cig Cymru - Meat Promotion Wales (HCC) saw him lead market and industry development and play a key role in establishing EIDCymru, the statutory sheep movement database.
He has served two terms as a non-executive director at HCC, sits on the governing board of Quality Welsh Food Certification Ltd and has represented Welsh business interests on the UK Department for International Trade’s Strategic Advisory Board. He is also a director of the Dyfi Rivers Trust.
Morgan runs a 550-acre upland farm near Machynlleth with his family, with over 1,000 sheep and 50 suckler cows, alongside diversified renewable energy and tourism enterprises. He holds a joint honours degree in Agriculture and Biochemistry, and an MSc in Rural Resource Management from Bangor University.
Helen Herniman, chief executive of AHDB, said: “We’re delighted to welcome Prys to AHDB. He brings a fantastic mix of strategic leadership, commercial experience and hands-on farming knowledge. It’s exactly what we need as we continue to build momentum for the beef and lamb sector and deliver real value for our levy payers.”
Prys Morgan, who will join AHDB on 29th June, added: “I’m really looking forward to joining AHDB at such an important time for the beef and lamb sectors. There’s a huge amount of opportunity ahead – from strengthening sustainability and building new markets, to supporting the long-term resilience of our farming businesses.
“AHDB has a vital role to play across the industry, and I’m excited to work with the board, sector council, the AHDB team and our levy payers right across the supply chain. My focus will be on building momentum, driving positive change and making sure AHDB continues to deliver practical value and a strong, forward-looking voice for the sector.”
AIMS welcomes appointment
A spokesperson from the Association of Independent Meat Suppliers (AIMS) welcomed the appointment, stating: “The appointment of Prys Morgan as AHDB’s new beef and lamb sector council director will, AIMS believes, be welcomed by the whole of the industry.
“Prys has a wealth of experience and is widely respected across the beef and lamb sector as well as the wider livestock trade and we look forward to working with him.”
