BPEX BUSINESS PLAN

2015 2016

BPEX is a Division of the Agriculture and Horticulture Development Board.

Going for Growth Year 2

BPEX Business Plan
2015-16

HGCA is a division of the Agriculture and Horticulture Development Board

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

BPEX Delivering success

Continuous
Improvement

Establish
Needs

World-class
English Pig
Industry

Deliver
Results

BPEX strategy

Assess
Current Plan

Develop Plan

Strategic Themes for the BPEX Business Plan 2015/16

3

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

Closing the Gap

Protect the
Environment

Enhance Welfare

Encourage Safe and

Traceable Pork

Help Sell More

Pork

Communications

Profitable businesses across the pig meat supply chain

AHDB values
4

We are committed to excellent service where all

our internal and external customers can expect to
be treated in a professional manner by people
who have a friendly can do attitude

We strive to be the most effective and efficient we

can be; spending our levy payers money for the
best return for our industries

We will be open and honest about all aspects of

our activities at all levels, be clear and consistent
in our communication and welcome constructive
challenge and debate

We aspire to be the knowledge house for the

industry; an organisation that can be relied upon
for independent evidence-based information of
the highest quality

We will appreciate the hard work, passion and dedication of

those we work with. We will support and help develop them
and treat them with trust and respect. We will work together
to achieve more and value our differences as well as the skills
we all have to offer

Finance 2015/16
Levy income of 9.11 million based on 8.68 million pigs slaughtered in England.

Expenditure Budget 2015/16

Close the Gap
550,000
6%

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

Number of BPEX Levy Payers

26000 Producers
178 Abattoirs

BPEX Levy Rates 2015/16

Category

Current rate
p/tonne

Pig Producer

85p

Pig Processor

20p

Total Pig Levy

1.05

Closing the Gap

AHDB
Priorities for
2015/16

BPEX Priorities
for 2015/16

1.

1. Help levy payers improve productivity and cost management

(resource management, climate change, soils and water, managing
market volatility)
2. Help levy payers understand and respond to the regulatory and
policy environment
3. Help levy payers with the labour market and skills development

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

+1 pig weaned per sow per year

+50 Daily Liveweight Gain 7kg to slaughter
-0.1 Feed Conversion Ratio 7kg to slaughter

Strategic Theme: Closing the Gap

Objective

Activity

Budget

Delivery of Business Plan

activity
Develop the existing forums
in to a more fluid event that
continues to forge strong
relationships with key
industry figures and
businesses in order to
quickly identify industry
needs and requirements.
Delivery of knowledge
transfer and technical
support of levy payer
businesses within the
region.
Undertake on farm
technical reviews to
support individual
businesses improve their
pig performance
Delivery of consistently high
quality Assured AI

Staff resource

545k

To hold a further 4 regional forums

that meet every 6 months to
continue to help BPEX prioritise and
co-ordinate knowledge acquisition
and farm trials/demonstration
activity for each region.

10k

Farm Review

110k

Support delivery of AI standard,

testing and random batch analysis

25k

Development and uptake of

Practical Pig App

Continue to identify new clips and

secure new downloads by producers,
vets and AIG

20k

Completion
Date

March 2016

Measure of Success

Key Risks

Key Controls

Trial work results are

widely accepted.
Succession planning
starts to develop and
the forum becomes a
conduit that more
people see of value and
want to partake in.
Complete 150-200 on
farm reviews. Word of
mouth helps to bring in
new customers

The forum becomes

stale and people
dont see it being a
valuable resource
and use of time.

A continual search for fresh

faces and ideas. The
existing members help to
promote the value.

Unable to secure
farm review
appointments

Maintaining a positive
relationship with farmers,
vets and AIG to help
promote the value of the
product

Submit 190-220 doses

of AI. New KT manager
distribution should
attract new customers
Aim to get download
total to 2000-2500

Unable to secure
new farms
submitting samples

A good relationship with

Vets/AIG will help promote
the value along with word
of mouth from producers
Engage with key industry
figures to seek out
new/relevant material. KT

March 2016

March 2016

March 2016

Product loses
momentum. People
with poor broadband

Study Tours to help people

achieve 0.1 FCR, 50g/day
and +1 weaned

Allow 1 study tour per region that is

relevant to Closing the Gap but
doesnt encroach on Innovation.

20k

Develop 2 large workshops

that cover breeding and
finishing

One Gilt management and one

Finishing

10k

Generation of new
knowledge and adaption
and demonstration of
global best practice and
innovation in English pig
production systems

Delivery of commercially relevant

technical field trials; fund new ideas
via the innovation grant fund;
highlight new innovation via
innovation conference; link with
EUPiG network to share EU wide
best practice

Recruit new entrants in to

the pig industry and provide
a pathway for career
progression

& Comms need to push

product.

Complete 4 study tours

(1 per region)

People dont see the

value

Complete 2 large
workshops in each
region.

People dont buy in

to the idea and see it
as yet another
meeting

Find places to visit that give

practical ideas that can be
implemented "tomorrow"
that are influenced by
Closing the Gap KPI's
High performing
influential/respected
figures who can get
producer to believe the
need for change

March 2016

March 2016

Delivery of a suite of commercially

relevant, technical skills
development products from new
employees through to
managers/owners. Attract new
entrants at college/university level

or 3G access miss
out

250k

March 2016

60k

March 2016

Results of trials and

innovation projects will
be accepted and lead to
positive change onfarm; dissemination
linked to structured pig
club programme and
communications
strategy
4500 training hours;
level 3 CofC back in
qualification offer; 15%
of all course
participants registering
for CofCs (at least 1 in
each region per course);

Robust protocols and

statistical analysis of
results; good commercial
partnerships
Data is rejected by
industry

People dont sign up

or content isnt fresh

Bring in industry experts

and maintain high
interaction. Quality control
via session briefs and
structured feedback
programme. Tailored

10

Creation of new knowledge

in pig production, pig health
and pig meat quality in
partnership with academic
institutions

Funding of 8 MSc and PhD projects

with universities

International Collaboration

Work with EU partners to share

existing research ideas and best
practice. Attract funding through
Horizon 2020

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

People dont sign up.

Meetings dont
deliver key
products/techniques
for the industry.

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.

Survey for and publish weekly the

GB Standard Pig Price, GB All pig
price, EU reference price and
associated indicators such carcase
weight and probe.

81k
(net of
income)

Provision of relevant,
useful, accurate and timely
analysis and supply
forecasting.

Provide market intelligence to the

English pig and allied industries via
Pig Market Weekly, Pig Market
trends and the BPEX website.
Forecast pig meat supplies.

76k

On-going

On-going

Provision of cost of
production estimates and
international comparisons

Publish quarterly the average cost of

pig production (COP) in the UK.
Benchmark this data against other
countries via InterPig.

102k
On-going

Weekly prices published

and BPEX stakeholders/
customers are satisfied
with the accuracy and
timeliness.
Circulation of Pig
Market Weekly is
greater than 1,200
compared to 1,095 in
July 14.
Circulation of Pig
Market Trends is
greater than 350
compared to 330 in July
14.
Website usage is over
170,000 page views per
annum compared to
106,000 during
2013/14.
Forecasts are within 2%
of actual.
Quarterly COP
estimates & Interpig
report produced

Loss of data sources.

Poor quality data.

Maintaining two surveys.

Holding signed agreements
with price contributors.
Introduction of a quality
assurance system.

Loss of experienced
staff to deliver
outputs. Poor quality
data.

Succession planning
undertaken. Introduction of
a quality management
system.

Loss of data.

Tender Process has been

used to secure best data
source

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

1. Protecting the Environment.

a. Provide technical support to levy payers for;
i. investment decisions to improve efficiency
ii. implementation of regulation
iii. permitting and planning
b. Engage with policy makers and regulators
c. Manage English pig industry participation in delivery of climate
change mitigation.
d. Capture best practice, innovation and science as applied to buildings
and environmental protection.
e. Identify knowledge gaps and commission research to address these.

Key
Performance
Indicators

10% increase in visits to BPEX environment

area of the website
Buildings Forum to identify 1 Innovation
project, 1 development project, 1 new
publication or electronic media release.
Building development and efficiency direct
support for 75 businesses.

14

Strategic Theme: Protecting the Environment

Objective

Activity
Staff resource

Buildings assist levy

payers to improve
quality and efficiency of
buildings, enhance
capacity and reduce
environmental impact to
deliver the health and
welfare needs of
livestock and staff.

Environmental
legislation & policy
enabling the industry to
manage existing and
emerging legislation.

15

Support Buildings and

Regional Technical Forums
to inform AIG customers
and gain feedback on
targeting levy investment
to maximise benefit.

Budget

160k
50k

Completion
Date

March 16

Provide direct assistance

to customers through
dedicated building and
environment KT resource
as service such as thermal
imaging, ventilation
assessments, emissions
monitoring.
Commission, implement
and communicate trials
and address specific
knowledge gaps in
knowledge and
demonstrate innovative
technical solutions.
Engagement with
government, regulators,
NGOs and other bodies
providing objective
technical information

Measure of Success

Key Risks

Key Controls

Buildings forum to deliver at

least 3 meetings with at
least 60% of invitee
participation

Undertake 75 on farm
building KT reviews and
successfully promote
specific building and
environment BPEX services.

Lack of engagement and

participation

BPEX staff skills to encourage

participation.

Cost of investment is not

commercially viable.
Lack of confidence to invest.

Commission at least 2 field

trials relating to improving
technical efficiency of
building design or reduced
resource utilisation through
building modifications.

25k

March 16

Support NPA and BMPA with

regard to Bref reviews for
indoor pig production and
abattoirs

Proactive management by BPEX

Insufficient global
innovation identified in
sector.

Lack of engagement and

participation by levy payers.

Process management & quality

control

Proactive management by BPEX

Identify opportunities
and implement risk
management

within policy and

legislative setting forums

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.

Direct engagement with

levy payers and other
bodies associated with the
viability of the sector to
develop and implement
best practice.
Conduct appropriate
research and trials to
inform decision making,
actions and future
development
Engage in AHDB Cross
Sector activity supporting

Ensure BPEX staff skills to

deliver services & encourage
participation.

Lack of confidence to invest

Strong focus on
communications

Effective communication to
customers and industry
bodies regarding emerging
policy as measured through
annual BPEX survey

Horizon scanning for

emerging legislation and
policy and implementing
measures to monitor and
respond appropriately
including communications
engagement & research

Outdoor production Safeguard the outdoor

production sector
through improved soil
management

Cost and technological

demands for
implementation.

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

Process management & quality

control

BPEX staff resources to meet

demand

Regional Forums failing to

provide new topics or
lowering priority of activity
area.

Lack of service providers to

address gaps in BPEX
capability.

Effective prioritisation

BPEX staff skills to deliver

services & encourage
participation.

Cross sector working within

AHDB.

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.

Constructive dialogue and

engagement with regulators
Delivery of Pig Industry
Environmental roadmap
targets

Enhancing Pig
Welfare

In conjunction with the

innovation team
commission two field trials
focused on innovations to
improve resource
utilization
1.
Undertake at least one
study tour to introduce
customers to innovative2.
technologies to improve
resource utilisation
3.

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

management by BPEX staff

Strong focus on
communications of cost
benefit of efficient resource
utilisation

Help pig producers comply with existing and emerging

Lack of engagement due to
legislation
low confidence to invest or
Achieve
recognition
implement
change.for further enhancement of welfare
beyond regulatory standards
Provide science based evidence that Red Tractor farms are
adhering to higher welfare standards
4. Maintain positive consumer attitudes and confidence in English
pork consumption

iPig application being used for 50% of data

collection
5 new welfare best practice publication
available to levy payers
30% levy payer business awareness of BPEX
welfare trial activity

Strategic Theme: Enhancing Pig Welfare

Objective
Delivery of Business
Plan Activity
Assisting businesses
and Government
agencies in
interpretation and
evaluation of impact
of new legislation on

Activity
Staff Resource
Impact assessment of
new regulation and
technical input into
development.

Budget

95k

Completion
Date

N/A

Ongoing

Measure of Success

Recorded engagement with

Government and its agencies on
significant areas of
implementation of new or
existing legislation.

Key Risks

Unable to address an
issue sufficiently due
to lack of resource/no
suitable
advice/methods
available

Key Controls

Remaining aware of innovation in

the marketplace and facilitating
key stakeholder discussions to
generate solutions

18

Strategic Theme: Enhancing Pig Welfare

welfare and
production efficiency.
Develop the Real
Welfare programme

Promote the use of the

Real Welfare
Smartphone data
collection app and show
benefit through
immediate feedback.

30k

March 2016

Producers linked to 200 units on

ipig

19

Undertake trial work

particularly in areas of
environmental
enrichment and tail
docking to prove
concepts and encourage
uptake

Limited uptake of apps

Delays in development
of singe sign on
Lack of uptake

Comprehensive advice package

produced supported by PVS

Development a suite of
practical tools advice
packs and guidance for
producers and vets to
deliver tangible
improvements in real
welfare tools

Help levy payers to

meet welfare
requirements using
the latest procedures
and technologies

iPig application being used for

50% of data collection

March 2016

At least 2 trials successfully

completed by March 2016 (final
report disseminated)

Change promotion approach is

uptake is not sufficient
Highlight benefits of producer
access

5% reduction in real welfare

scores at a national level

50k

Ongoing contract management for

iPig, robust pilot testing
programme, continued industry
engagement activities

Trial work failing to

deliver useful results

Work closely with innovation team,

industry & external contact on trial
design and management

20

Encouraging Safe and

Traceable Pork
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

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

750 users of new Farm biosecurity hazard

perception tool
Successful completion of CCIR
Establish national antimicrobial baseline data
Identify and instigate trials to reduce risk of
key zoonotic risk from pigmeat

22

Strategic Theme: Encouraging Safe and Traceable Pork

Objective

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.

Unable to address an issue

sufficiently due to lack of
resource/no suitable
advice/methods available

Remaining aware of innovation in the

marketplace and facilitating key
stakeholder discussions to generate
solution

Cost efficient
communication of
reliable health
information on
slaughter pigs for
processors, vets,
producers, and other
industry stakeholders

Support FSA and

industry in finalising the
development and
delivery of revised CCIR
into all assured pig
processing plants in a
way that generates
relevant, reliable,
respected and robust
data via CCIR roadmap

400k

March 2016

Analysis of data from

batch of 200 pigs at 3
abattoir sites

Key personnel involvement due

to diary
commitments/restructures

Forward planning and commitment

from FSA particularly with new contacts

10 recommendations
agreed and
communicated to
abattoirs

Plant breakdowns disrupting

data collection

Contingency plan for additional dates

scheduled

Abattoirs lose appetite for

improvements

Ongoing communication of importance

of project

Continuation of BPHS
until CCIR road map is
delivered

23

Enhance Red Tractor

brand values with
regard to product
provenance and
traceability

BPEX - Isotope analysis

and provenance of
bacon and ham

90k

March 2016

Complete 4 cycles of
testing of at least 30
retail samples plus the
required follow up
sampling.

Processors withdraw support

from scheme

Secure SIRA within BMPA standards

Expand the SIRA

database by75 farms
To coordinate
stakeholders able to
influence pig health
and welfare
challenges, increase
awareness and
instigate projects
To ensure that industry
remains informed and
prepared for future
exotic and emerging
disease challenges

BPEX - Pig Health and

Welfare Council

20k

Delivery of PHWC Exotic 100k

and emerging disease
workstreams including
PEDv and ASF
contingency plan,
related diagnostics, UK
and global disease
surveillance, interactive
biosecurity hazard
perception tools and
mapping services

March 2016

Successful
engagement with
Council meetings,
delivery of the 20:20
health and welfare
strategy

Relationships with council

members

Ongoing relationship management

March 2016

Completion of
PEDv/ASF contingency
plan and
communication to
industry.

Lack of appropriate expertise in

industry to communicate
information

BPEX maintains and establishes

contacts within health 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

Delivery of PHWC Food

Safety workstreams
including establishment
of baseline surveillance
data sources, initiation
of trials regarding
effective interventions
for 1 key zoonotic issue
challenge such as HEV

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

Lack of engagement with other

bodies

Maintenance of contacts

Inability to secure consistent

reliable data from processors

Secure BMPA support during

development of proposals

Unable to identify robust,

practical interventions which
consistently reduce risk

Agree project scope and objectives with

industry and gov agency partners

Provision of electronic
pig movement service
in England and Wales

BPEX - eAML2

0k

March 2016

Fulfilment of Defra
Contract SLA

IT system failures

Dual remote server hosting solutions

26

AHDB
Priorities for
2015/16

BPEX Priorities
for 2015/16

1. Web redevelopment to refresh the website homepage navigation

to make it easier to highlight and access BPEX information and
services
2. To raise awareness of the full range of BPEX services as a complete
package to support them in improving productivity, market
development and skills development
3. To improve customer engagement, i.e. increased requests for
information and resources and attendance at events
4. Increase download and use of the Practical Pig App

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 (export development,
promoting and differentiating assured quality products, market
information and analysis)
3. Help levy payers with the labour market and skills development

Key
Performance
Indicators

27

Average 30% of businesses aware of BPEX

products/services, across the range, as measured
by annual confidence survey
Average 10% more businesses taking up BPEX
services across the range, based on estimated
attendance at events, requests for information,
electronic publication downloads etc
Average 10% increase in UK-based users of the
BPEX website, based on monthly web user stats

Strategic Theme: Communications

Objective

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

Develop key events,

publications and tools
to facilitate knowledge

Budget

290k
30k

Complete annual
confidence survey to
assess quality and
relevance of BPEX
services

Run regional producer

events to provide
practical ideas that

Completion
Date

August
2015

March 2016

95k

December
2015

Measure of Success

Clear operational plan as

to how to maximise the
benefit of BPEX CRM
and communication
channels to secure the
delivery of BPEX
technical objectives.

Key Risks

Unable to secure participation in

market research.

Results inconclusive

Segmentation of levy
payers to enable more
effective targeting of
communications

Key Controls

Procure agency with proven track

record within pig sector and secure
support form key industry bodies.
Clear brief to MR company

Ensure questions are relevant and

survey is widely promoted and
easy to complete

25% response rate

Objective measure of
BPEX service quality and
identify weaknesses that
need addressing

Poor response to survey

Attract 200 delegates

across all events, at least
60% producers

Event programme not attractive

enough to attract delegates

Work closely with technical team

and industry contacts to develop
content

28

transfer and provide a

conduit and catalyst
for innovation to help
levy-payers make
decisions that will
improve their
productivity

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

Make BPEX Innovation

Conference the flagship
event in the pig
industry calendar for
forward-thinking
among progressive
producers and allied
industry

May 2015

Achieve 8-10 entries

Use new media/digital

platforms to
communicate in more
interactive ways and
reach a wider range of
levy-payers to more
effectively influence
levy payer behaviours

29

Nov 2015

Ongoing/
March 2016

25k

Ongoing/
March 2016

Plan ahead and inform key industry

organisations of dates early

Attract 200 delegates to

Innovation conference,
40% producers

Low no. of entries

Through David Black

award breakfast,
provide a high-level
networking opportunity
to promote pig industry
to government
Quality publications
and tools,
professionally designed,
to communicate
technical information to
customers
Maintain and develop
content and
functionality of BPEX
website to
support/coordinate
with other
communications
activity 1. improve

Unforeseen events on farm or

clashes with other industry events
reduce attendance

Government reshuffle

Effective and timely promotion and

regular liaison with public affairs
agency

Secure at least 100

attendees

Increase nos of
downloads and requests
by 10% on previous year

A saturated audience doesnt

want more written information

Achieve average 15,000

UK visits to BPEX web
per month

Struggling to keep content up to

date and relevant

Use in-depth market research

results and feedback from regional
forums to gauge

Regular communications planning

discussions with comms and wider
technical team colleagues to
ensure coordination

Use data management

to support closer
customer relationship
management (CRM) to
help us deliver more
targeted and relevant
services to meet each
individual levy-payers
needs
Increase awareness of
BPEX services and
drive uptake of BPEX
services to influence
levy payer behaviours

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

CRM system fully

populated with
customer data and all
technical team staff
trained to use it
effectively

Technical failure with importing pig

hub data updates into CRM system
Inconsistent quality of data added
by BPEX staff

Regular updates and monitoring by

database manager and support
from AHDB IS staff
Staff training with user guides
Quality management checks by
database manager

Promote BPEX services

using a combination of
channels (including:
direct mail, website,
press, Pig Farmer and
Pink Pages) in a
targeted way, making
use of CRM database

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

Competition for space in media

titles

Maintain regular proactive contact

with key journalists

Technical failure at media

monitoring agency

Regular contact with monitoring

agency to ensure the publications
list scanned and the keywords
Agency missing important coverage searched for are comprehensive
and correct

30

Finance 2015/16 - MARKETING

and for early warning
of potentially
damaging industry
issue

media for emerging

industry issues

potential pig industry

issues

Expenditure Budget 2015/16

Marketing - Rejuvenation
1,100,000
12%

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

Help Sell More Pork

BPEX Priorities
for 2015/16

AHDB
Priorities for
2015/16

Improve marketing in the industry to help profitability and

customer awareness
Improve services that the industry provides to the community
Improve ways in which the industry contributes to sustainable
development

Focus on four strategic dials in the domestic market plus exports

1.

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

Rejuventation - Positive change in attitudes towards pork among target

consumers and an increase in sales of priority cuts, from a baseline
established in 2014/15
Differentation - Use of Red Tractor on all appropriate marketing
materials and development of new points of difference
Health - Increase in positive messaging about pork and share of voice
in the health debate, from a baseline established in 2014/15
Sustainability - Increase in positive messaging about pork and share of
voice in the sustainability debate, from a baseline established in
2014/15
Help exporters increase export volume by 15% in 2015-16

Strategic Theme: Help Sell More Pork

Objective

Activity

Rejuvenate the image

of pork among under
55s consumers

Major ongoing consumer

marketing campaign using ATL,
consumer PR and digital to target
under 55 consumers with inspiring
rejuvenation messages

Rejuvenate the image

of pork among under
55s consumers

Major Food Chain engagement

programme to gain buy-in and
tangible support for consumer
marketing campaign

Rejuvenate the image

of pork among under
55s consumers

Rejuvenate the image

of pork among under
55s consumers

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

Failure to create cut through with

target audience leading to low
response to calls to action

March 2016

Engagement and buy in

from key food chain
partners in all BPEX
consumer activity

Food chain fails to engage with

BPEX campaigns reducing overall
effectiveness

Ongoing consumer insights

programme to understand
attitudes towards pork among
target audience and revise strategy
and activity accordingly

March 2016

Timely delivery of the

market insight needed
to inform and
evaluation campaign
activity

Sub-standard data or analysis

reduces campaign effectiveness.
Lengthy or time intensive
procurement process

NPD programme across retail,

foodservice and independent
butchers sector to recognise and
encourage the NPD that will
support rejuvenation of pork with
consumers.

March 2016

Engagement of food
chain in NPD which
attracts more younger
consumers into the
pork category and
supports rejuvenation

Low engagement rates

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

Rejuvenate the image

of pork with under 55
year old consumers

35

Maintain highly proactive social

media and digital presence to
ensure pork becomes increasingly
relevant to under 55 year old
consumers

Sept 2014

Increase in size of social

media communities
and response levels

Creative idea fails to engage

audience sufficiently to achieve
targets.

Proactive management and

delivery in partnership with
trusted agency

Strategic Theme: Help Sell More Pork

Objective

Activity

Differentiate from the

competition

Active brand management

programme to ensure that Red
Tractor branding appears across
all BPEX consumer touch

Differentiate from the

competition

British Sausage Week - continue

to invest resource on an area
where real differentiation exists

Differentiate from the

competition

Consultation exercise to among

levy payers to establish clear
points of difference for British
pork

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

High levels of coverage and reach

generated in previous years not
matched

Robust briefing and

proposal development
process, working with
trusted supplier

Failure to progress with

consultation or to achieve
consensus

Careful design and project

management of
consultation exercise.

36

Strategic Theme: Help Sell More Pork

Objective

Activity

Promote the
health benefits of
pork

Meat and Health shape the debate on

the positive benefits of pork, working
with MAP to provide credible
information and opinion.

Promote the
health benefits of
pork

Ongoing issues management campaign

- based on horizon scanning for issues
and rapid rebuttal using evidence based
statements from MAP to drive more
balanced coverage on meat and health
issues.

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

Failure to engage with key

audiences and provide credible
arguments for pork.

Robust plan delivered by a

trusted agency partner and
robust project management
internally

Weight of negative stories/issues

means resources are over
stretched leading to inadequate
response.

Effective horizon scanning

and project management to
ensure swift and efficient
response.

Researchers use PR vehicle to

promote story, no prior warning of
publication
Major new study or evidence of
negative role of pork in the diet

Promote the
health benefits of
pork

Meat Matters a programme to

provide accurate and credible
information on the role of pork in the
diet to consumer media and establish a
role of thought leadership on consumer
and lifestyle issues relating to pork

March 2016

Increase in expert
quotes
Increase in balance of
media articles
% shift in perceptions
of pork relating to
health

Failure to engage consumer media

in the debate or create cut through
for messages

Robust plan delivered by a

trusted agency partner and
robust project management
internally

Promote the
health benefits of
pork

Delivery of a food education programme,

supporting teachers in communicating the
health benefits of pork and production
methods to young people, and with
changes to the curriculum relating to food

March 2016

Usage of resources
provided by teachers
and feedback

Low uptake of resources

Robust plan delivered by a

trusted agency partner and
robust project management
internally

37

Strategic Theme: Help Sell More Pork

Objective

Activity

Communicate that
pork is an
environmentally
sustainable food

Develop and maintain the

strongest arguments for pork as
an environmentally sustainable
food.

Communicate that
pork is an
environmentally
sustainable food

Identify and gain the support of

credible third party experts .This
may lead to the development of
an advisory panel

Communicate that
pork is an
environmentally
sustainable food

Develop and deliver a proactive

communications campaign to
shape debate on the role pork
can play as 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.

Failure to gain consensus on the

most compelling story/identify
strongest evidence

Robust plan delivered with

a trusted agency partner
and robust project
management internally

March 2016

Identification of a
group of key
experts/endorsers

Key influencers do not agree to act

as pork advocates

Robust plan delivered with

a trusted agency partner
and robust project
management internally

March 2016

Increase in the
positive message
about the
sustainability of pork
production in debate
and media articles

Failure to achieve cut through with

messages

Robust plan delivered with

a trusted agency partner
and robust project
management internally

38

Provide insight on
consumer trends in
the pig meat sector

Identify consumer attitudes and

behaviour regarding food, red
meat and pig meat in particular.
Understand trends in consumer
behaviour in the retail and food
service markets. Provide insight
to inform BPEX marketing
activities and outputs to assist
levy payers in their decision
making.

389k

On-going

Regular outputs such

as Market Update,
BPEX category
report, Food Service
Update, Porkwatch
produced in line with
timetable.

Lack of experienced staff.

Poor data quality.

Quality of outputs assured

as per the MI authorisation
procedure.
Succession planning.

External subscribers
to the BPEX Category
Report
Marketing team
satisfaction with
support from MI
Strategic Insight.

Improve export
market access

39

Work with Government and Third

Country authorities to open new
markets and increase access in
existing markets. Inward and
outward technical missions and
inspection visits to agree
certification of products and plant
approvals and work with
exporters
to
ensure
that
requirements are met. Exporters
to determine priorities.

240k

March 2016

Extend list of eligible

products.
Complete
questionnaire for
processed products.

Lack of cooperation by target

Governments.

Close liaison with UK

Government.

Lack of Defra/UKTI engagement.

Industry funded resource in
Beijing Embassy.

Export Trade
Development (incl.
Brussels Office)

Organise trade missions and

participate in targeted trade
events and shows (ideally
combining these two activities) in
non-EU markets. Priorities to be
determined in conjunction with
exporters.

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.

Lack of support from exporters

Close liaison with exporters

and respond to stated
priorities.

Monitoring of international
markets through multiple
channels.

40

BPEX Budget 2015/18

41