The aim is to coincide the rebranding with the main agricultural show season. The AHDB said it intends to keep the costs below £60,000 - including market research with farmers and growers to better understand what they want from "one AHDB".
Internal rollout plans are still being worked up. Existing levy board sector brands will be replaced with "AHDB plus descriptor". This will mean that BPEX becomes AHDB Pigs, DairyCo becomes AHDB Dairy, EBLEX becomes AHDB Beef & Lamb, HDC becomes AHDB Horticulture, HGCA becomes AHDB Cereals & Oilseeds and Potato Council becomes AHDB Potatoes.