The Agriculture and Horticulture Development Board (AHDB) has appointed Will Jackson as the new sector strategy director for Beef & Lamb.
Jackson, who joins AHDB in early September, will play a key role working with the Beef & Lamb Sector Board and operational teams to deliver the organisation’s ‘Inspiring Success’ strategy.
Having grown up on a dairy farm in Derbyshire, Jackson has a passion for agriculture and helping build relationships that aim to ensure the industry moves forward together.
Will is currently senior agricultural manager at the Co-op, with responsibility for the beef and lamb categories, as well as poultry.
Speaking about his appointment, Jackson said: “I’m delighted to be joining AHDB at an important time for the beef and lamb sector.
“After working across various levels of the supply chain, I hope to bring this experience and new ideas to help deliver the strategy. I can’t wait to get started.”
AHDB chief strategy officer Tom Hind added: “We’re delighted to bring someone with Will’s practical and supply chain experience on board. Never has there been a more important time to drive change in the beef and sheep sectors and together with our Beef & Lamb Board, he will be ideally placed to do that.”
The main priorities for AHDB Beef & Lamb according to the strategy are to improve production, consistency and competitiveness, increase demand both domestically and internationally and ensure better meat quality for the consumer.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
