“It’s great to see such a strong focus on food advocacy, farm business performance and technical advice within the new strategy – some of the main things we highlighted in our case for AHDB review.

“AHDB has clearly listened to the industry and its proposals to improve transparency and governance will be welcome news for many farmers and growers.

“This consultation comes at a challenging time as our sector faces significant uncertainty in the coming weeks and years. Nevertheless, it is crucial that any multi-annual strategy results in an organisation that offers fantastic value for levy investment, alongside greater agility and accountability as farmers and growers meet the challenge of sustainable production this coming decade.

“We will be examining the strategy in greater detail as there are still areas that are not altogether clear, such as how outcomes of levy investment will be measured. We will continue to work with our members to put forward their views during the consultation period.”