Escolar Documentos
Profissional Documentos
Cultura Documentos
2015 2016
Our vision
A growing English pig production and primary processing
industry
Our mission
To help English pig production and processing businesses
become more competitive and profitable
Continuous
Improvement
Establish
Needs
World-class
English Pig
Industry
Deliver
Results
BPEX strategy
Assess
Current Plan
Develop Plan
Closing the Gap - Narrow the technical performance gap between English pig producers and
our competitors.
Protect the Environment - Help pig producers and processors comply with existing and
emerging legislation and achieve recognition for progress made.
Enhance Welfare - Help pig producers comply with existing and emerging legislation and
achieve recognition for progress made.
Encourage Safe and Traceable Pork - Help producers and processors produce pork that
continues to be safe and which consumers can have confidence is fully traceable from farm to
finished product.
Help Sell More Pork Stimulate demand for pork by rejuvenating the image of pork among
consumers of 55 years and under who consume little or no pork and by securing and
developing export markets.
Strategy
Protect the
Environment
Enhance Welfare
Communications
AHDB values
4
Finance 2015/16
Levy income of 9.11 million based on 8.68 million pigs slaughtered in England.
1,100,000
12%
1,190,000
13%
315,000
3%
175,000
2%
Environment
Welfare
Safety & Traceability
1,105,000
12%
3,580,000
39%
575,000
6%
648,000
7%
Communications
Market Intelligence
Marketing
International (Exports)
Support
26000 Producers
178 Abattoirs
Current rate
p/tonne
Pig Producer
85p
Pig Processor
20p
1.05
BPEX Priorities
for 2015/16
1.
2.
3.
4.
5.
6.
Increase presence on farm in order to grow the BPEX brand and assist producers
by influencing positive/efficient change through farm reviews
Start to establish stronger links to Vets & AIG to cover more producers and add
even more value from BPEX. These links will also help develop strong content for
Study Tours
Develop regional forums to hear what the industry wants from us.
Implement effective trials on areas that can influence our targeted areas of
improvement.
Review the delivery and content of training packages.
Deliver key workshops built around the main areas of production to help achieve
our targets.
Key
Performance
Indicators
Activity
Budget
Staff resource
545k
10k
Farm Review
110k
25k
20k
Completion
Date
March 2016
Measure of Success
Key Risks
Key Controls
Unable to secure
farm review
appointments
Maintaining a positive
relationship with farmers,
vets and AIG to help
promote the value of the
product
Unable to secure
new farms
submitting samples
March 2016
March 2016
March 2016
Product loses
momentum. People
with poor broadband
20k
10k
Generation of new
knowledge and adaption
and demonstration of
global best practice and
innovation in English pig
production systems
Complete 2 large
workshops in each
region.
March 2016
March 2016
or 3G access miss
out
250k
March 2016
60k
March 2016
10
International Collaboration
130k
March 2016
10k
March 2016
11
electronic CofC
initiated; 1000 PIPR
members (new PIPR
strategy to double
numbers in a year); 40
on farm training
sessions; facilitate 14
pig businesses involved
in Harper scholarships;
use and development of
"HR toolkit" by owners
Completion and
publication of peer
reviewed research.
Translation of 2
technologies into
commercial products
within 48 months
At least 8 different
member states
engaging in EUPiG; at
least 4 thematic groups
set up and development
of at least 5 new KT
products and 5 new
techniques/best
practice. Network is
sustained even if
Horizon 2020
application is not
successful.
training according to a
businesss needs
Research not
completed on time.
Research findings
not translated into
commercial
applications
Monitoring of project
milestones. Targeted
communication of research
findings to relevant
commercial sectors
Memorandums of
understanding for
belonging to the group.
Monitoring of project
milestones. Clear agenda
for meetings.
Provision of relevant,
useful, accurate and timely
price data.
81k
(net of
income)
Provision of relevant,
useful, accurate and timely
analysis and supply
forecasting.
76k
On-going
On-going
Provision of cost of
production estimates and
international comparisons
102k
On-going
Loss of experienced
staff to deliver
outputs. Poor quality
data.
Succession planning
undertaken. Introduction of
a quality management
system.
Loss of data.
12
Protecting the
Environment
AHDB
Priorities for
2015/16
1. Help levy payers improve productivity and cost management
(resource management, climate change, soils and water, managing
market volatility)
2. Help levy payers prevent and manage disease
3. Help levy payers with market development (export development,
promoting and differentiating assured quality products, market
information and analysis)
4. Help levy payers understand and respond to the regulatory and
policy environment
5. Help levy payers with the labour market and skills development
13
BPEX Priorities
for 2015/16
Key
Performance
Indicators
14
Activity
Staff resource
Environmental
legislation & policy
enabling the industry to
manage existing and
emerging legislation.
15
Budget
160k
50k
Completion
Date
March 16
Measure of Success
Key Risks
Key Controls
Undertake 75 on farm
building KT reviews and
successfully promote
specific building and
environment BPEX services.
25k
March 16
Identify opportunities
and implement risk
management
Recognition of capability by
Regional Forums.
Provision of support to
levy payers through KT
mechanisms including
direct contact, written and
electronic media.
Evidence of up skilling of
industry.
Strong focus on
communications
Effective communication to
customers and industry
bodies regarding emerging
policy as measured through
annual BPEX survey
30k
March 15
10% reduction in EA
investigations of diffuse
pollution from outdoor pig
sites
No reduction in size of
outdoor herd.
Complete soil management
clips for pig app and secure
250 downloads
Effective prioritisation
16
Sustainability Improve
resource utilisation.
Build resilience to the
potential impacts of
climate change, and
competition for
resources in local and
global markets
AHDBof soils
the management
and organic
nutrients
Priorities
for
Engagement with
2015/16
processors,
government
funded activity associated
with the sustainability
agenda.
50k
March 16
Participation in the
Greenhouse Gas Action
Plan for Agriculture
Commission, implement
and communicate trials
and development
addressing gaps in
knowledge and to
provide supporting data
to enable the sector to
develop.
Enhancing Pig
Welfare
Key
Performance
Indicators
1. Help levy payers improve productivity and cost management
(resource management, climate change, soils and water, managing
market volatility)
2. Help levy payers with market development
3. Help levy payers with the labour market and skills development
17
BPEX Priorities
for 2015/16
Unachievable targets and
Proactive engagement and
demands from policy
makers and customers.
Regional Forums
recommending change of
priorities away from this
activity
Strong focus on
communications of cost
benefit of efficient resource
utilisation
Activity
Staff Resource
Impact assessment of
new regulation and
technical input into
development.
Budget
95k
Completion
Date
N/A
Ongoing
Measure of Success
Key Risks
Unable to address an
issue sufficiently due
to lack of resource/no
suitable
advice/methods
available
Key Controls
18
30k
March 2016
19
Development a suite of
practical tools advice
packs and guidance for
producers and vets to
deliver tangible
improvements in real
welfare tools
March 2016
50k
20
21
BPEX Priorities
for 2015/16
1. Help producers and processors produce pork that continues to be safe and
which consumers have confidence is fully traceable from farm to finished product.
2. Work closely with government, its agencies and other key stakeholders to
respond robustly to food safety challenges and address weaknesses in the food
chain collaboratively
3. Help instigate an improvement in CCIR data, such that a flow of quality and
thorough health information is available to industry
4. Support RUMA and key stakeholders to successfully implement and progress
upon a strategy to engender responsible medicine use and understand usage
accurately and efficiently.
5. Support AHVLA in delivering an integrated surveillance plan for the monitoring
of key production diseases
Key
Performance
Indicators
22
Activity
Budget
295k
Completion
Date
Measure of Success
Key Risks
Key Controls
Delivery of Business
Plan Activity
Assisting businesses
and Government
agencies in
interpretation and
evaluation of impact of
new legislation on pork
safety and pig health
Staff Resource
Respond to relevant
consultations, provision
of objective technical
advice to industry, and
impact assessment of
new regulation.
0k
March 2016
Recorded engagement
with Government and
its agencies on
significant areas of
implementation of
new or existing
legislation.
Cost efficient
communication of
reliable health
information on
slaughter pigs for
processors, vets,
producers, and other
industry stakeholders
400k
March 2016
10 recommendations
agreed and
communicated to
abattoirs
Continuation of BPHS
until CCIR road map is
delivered
23
90k
March 2016
Complete 4 cycles of
testing of at least 30
retail samples plus the
required follow up
sampling.
20k
March 2016
Successful
engagement with
Council meetings,
delivery of the 20:20
health and welfare
strategy
March 2016
Completion of
PEDv/ASF contingency
plan and
communication to
industry.
Establish and
participate in global
emerging disease
network
24
To inform and
coordinate policy
development,
knowledge acquisition
and demonstration
activity on
antimicrobial usage
issues
Delivery of PHWC
Antimicrobial
workstreams including
establishment of data
collection portal,
development of advice
and training on optimal
antimicrobial use, trails
and demonstration of
alternative strategies
and on farm rapid
diagnostic tools
100k
March 2016
To inform and
coordinate policy
development,
knowledge acquisition
and demonstration
activity on pig meat
food safety and
zoonotic issues
100k
March 2016
25
Enhance rapid
diagnostic capability
of PEDv in UK
Delivery of
workstream projects,
establishment of
effective and efficient
usage data collection
platform used by all
RT producers and
national baseline
usage figure
Develop a
methodology for
determining national
abattoir surveillance
data on key zoonotic
agents in pigmeat.
Initiate 1 research
project on
interventions to
reduce HEV which is
supported by
processors and
retailers
Maintenance of contacts
Provision of electronic
pig movement service
in England and Wales
BPEX - eAML2
0k
March 2016
Fulfilment of Defra
Contract SLA
IT system failures
26
AHDB
Priorities for
2015/16
BPEX Priorities
for 2015/16
Key
Performance
Indicators
27
Activity
Delivery of Business
Plan Activity
Staff Resource
Measure and
understand our
customers awareness
and satisfaction with
services and
communication
channels so we can
plan our activity more
strategically and
effectively, to
influence levy payer
behaviours
In-depth customer
market research to
identify most effective
channels and
approaches
Budget
290k
30k
Complete annual
confidence survey to
assess quality and
relevance of BPEX
services
Completion
Date
August
2015
March 2016
95k
December
2015
Measure of Success
Key Risks
Results inconclusive
Segmentation of levy
payers to enable more
effective targeting of
communications
Key Controls
28
attendees can
implement on farm
straight away
At least 70% of
producers to go away
with intention to change
something as a result of
the event
May 2015
29
Nov 2015
Ongoing/
March 2016
25k
Ongoing/
March 2016
Government reshuffle
Increase nos of
downloads and requests
by 10% on previous year
To measure levels of
BPEX media coverage
to help us better target
and make use of the
press to promote BPEX
access to BPEX
information online 2.
deliver online services
effectively
Manage the population
of the AHDB/BPEX CRM
system and support the
BPEX team in exploiting
the systems
capabilities
25k
October
2015
75k
Daily detailed
monitoring of trade and
consumer press outlets
and specialist
monitoring of digital
35k
Ongoing/
March 2016
Ongoing/
March 2016
Proactive media
coverage of BPEX
services of an average
60 items per month
(including online, print
and broadcast)
Awareness of key
services of an average
40%, measured by
annual survey
Uninterrupted daily
reporting of quantity,
tone and value of BPEX
media coverage along
with timely warning of
30
550,000
6%
Marketing - Differentiation
2,286,000
25%
648,000
7%
Marketing - Health
Marketing - Environment
690,000
7%
Technical
Market Intelligence
3,360,000
36%
463,000
5%
141,000
2%
International (Exports)
Support
31
AHDB
Priorities for
2015/16
2.
3.
4.
5.
Rejuvenate the image of pork with under 55 year old consumers. Focus on changing
perceptions to create an environment where younger consumers will buy more pork,
particularly on the cuts where the industry needs support
Differentiate from the competition supporting Red Tractor and focusing resource on areas
where differentiation already exists, e.g. sausages, while working behind the scenes with levy
payers to identify new points of difference
Promote the health benefits of pork
Communicate that pork is an environmentally sustainable food
Promote exports of pork and pork products
32
Key
Performance
Indicators
33
Activity
Budget
Total
2,286k
Completion
Date
March 2016
Measure of Success
Key Risks
Improved perceptions
of pork among target
audience and increase
in sales of target cuts,
from a baseline
established in 2014/15
March 2016
March 2016
March 2016
Engagement of food
chain in NPD which
attracts more younger
consumers into the
pork category and
supports rejuvenation
Key Controls
Proactive management and
delivery in partnership with
trusted agency.
Ongoing review using MI
data to establish
effectiveness and amend
strategy were needed.
Proactive management of
the food chain by food chain
team with ongoing
monitoring of success
against targets.
Proactive management by
brand manager of all MI
activity.
Proactive management of
the food chain by food chain
team with ongoing
monitoring of success
against targets
34
35
Sept 2014
Activity
Budget
Total
690k
Completion
Date
March 2016
Dec 2015
March 2015
Measure of Success
Key Risks
Key Controls
Presence of consistent
and clear Red Tractor
branding on all
consumer facing
materials
Materials produced/published
without consistent Red Tractor
signposting
Effective project
management by team, led
by new brand manager
Levels of media
coverage with key
messages
Retailer, foodservice
and independent
butcher engagement
Development of points
of difference
36
Activity
Promote the
health benefits of
pork
Promote the
health benefits of
pork
Budget
Total
463k
Completion
Date
March 2015
March 2016
Measure of Success
Increase in balance of
media articles
Increase in expert
quotes in news articles
Achieve number of
positive articles set up
in campaign plan
Increase in balance of
media articles
Increase in expert
quotes in news articles
Achieve number of
positive articles set up
in campaign plan
Key Risks
Key Controls
Promote the
health benefits of
pork
March 2016
Increase in expert
quotes
Increase in balance of
media articles
% shift in perceptions
of pork relating to
health
Promote the
health benefits of
pork
March 2016
Usage of resources
provided by teachers
and feedback
37
Activity
Communicate that
pork is an
environmentally
sustainable food
Communicate that
pork is an
environmentally
sustainable food
Communicate that
pork is an
environmentally
sustainable food
Budget
Total
141k
Completion
Date
March 2016
Measure of Success
Key Risks
Key Controls
Production of overall
arguments/supporti
ng evidence and key
messages.
March 2016
Identification of a
group of key
experts/endorsers
March 2016
Increase in the
positive message
about the
sustainability of pork
production in debate
and media articles
38
Provide insight on
consumer trends in
the pig meat sector
389k
On-going
External subscribers
to the BPEX Category
Report
Marketing team
satisfaction with
support from MI
Strategic Insight.
Improve export
market access
39
240k
March 2016
Export Trade
Development (incl.
Brussels Office)
310k
March 2016
20% increase in
exports to non EU
markets, monitored
quarterly.
Positive stakeholder
feedback from
participation in
event and shows
organised and
attended.
Monitoring of international
markets through multiple
channels.
40
41