Food and farming careers body taken under AHDB control

AHDB has taken on management of the Bright Crop careers initiative, intended to attract young talent into the food and farming industry.

The levy body says the move is part of a wider review of its role in addressing the industry skills shortage, and complements its existing work on agricultural apprenticeships and school-level education.

Its chief executive Jane King said: "We recognise the food and farming sectors can do more to improve their image with young people making decisions about their careers. Ensuring the industry attracts the brightest of the next generation is vital to its long-term viability."

Previously, Bright Crop was run by FACE (Farming and Countryside Education) and partly funded by AHDB, with additional sponsors from the agri-food supply chain, and promoted work in the industry at careers events, school visits, web and press activity, with the support of 380 "ambassadors".

FACE chair Ian Pigott said: "It is imperative that we inspire and connect our leaders, workforce and consumers of tomorrow. I am delighted that AHDB will be carrying on the excellent work of FACE and driving Bright Crop forward for our future success."

A government report last year showed the agri-food industry has five times more skilled trade jobs than other UK industries and these roles are generally three times more difficult to fill.

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