Said chairman John Bridge: “For some months the board has been looking at product differentiation through the use of a cross-sector quality scheme as a potential part of levy-funded marketing activity.
“During this process we have talked with various parts of the supply chain and employed independent brand consultants to help inform our thinking.
“We are now very keen to understand the views of all our stakeholder organisations and to provide them with the opportunity to help inform the AHDB board and our sector boards in our decision on this important area.”
The six-week consultation, which closes on 31 October, asks:
1. Should AHDB invest levy payers money to promote the quality and standards of its sectors products?
2. Does there need to be a rationalisation of existing quality marks?
3. Should AHDB invest levy funds to promote uptake within the industry, police the proper use of a mark and build consumer awareness about the quality and standards of all sector products?
4. If levy payer money was to be invested, should AHDB;
a) Create a new scheme?
b) Adopt the Red Tractor Logo (RTL) scheme as it is now? or
c) Integrate existing standards in the beef and sheep sector into the RTL scheme? 5. In your sector, which products or market segments do you believe would most benefit from the promotion of quality characteristics? Would you support levy payers’ money being invested in this promotion?
6. If in your view, no products in your sector would benefit from promoting such a scheme (beyond a baseline investment outlined in question 3), would you accept other AHDB sectors working together at a sector level on such a scheme through AHDB?
7. Do you support levy-funded investment even though this will mean that EU guidelines for promotion would need to be observed by all parties participating in the scheme throughout the supply chain even where private funds were invested?