Improve supply chain transparency urges AHDB boss

“There is an awful lot of change that needs to take place in the supply chain – from the primary producer all the way through,” King told FoodManufacture.co.uk in this wide-ranging interview, seven months after taking up the role of ceo.

“We need more transparency. We need those supply chains to work much better. And we need better trust and much greater mutual understanding between all parties.”

‘Understand consumer trends’

The AHDB is creating a new market development team, which will focus on both the domestic and overseas markets, she added. “We are helping our levy payers understand consumer trends and what consumers want, not just now but in the future.”

Food manufacturers could help that process – to all parties’ mutual gain – by sharing information more openly. “I’d like to see food manufacturers come out more and share knowledge about what they require from our farmers and growers on the ground, sharing their knowledge about consumer trends and new market opportunities …”

Shared more openly

Manufacturers had much “insight, knowledge and expertise” in the food and drink sector that could be shared more readily with whole industry, said King.

The new ceo also explained how the lessons learnt in her 34 years in business-to-business publishing – latterly as editorial director of Famers Weekly – could benefit the AHDB by remodelling the organisation on business principles.

Among AHDB levy payers is potato grower and processor McCain Foods.

Meanwhile, don’t miss the Big Interview with King in the November edition of our sister title Food Manufacture. In a wide ranging interview, King set out her vision for future of the AHDB and explains how it can deliver more value to money for levy payers while benefitng the whole food supply chain.

• This video was produced by Laurence Gibbons.