AHDB Beef & Lamb levy payers in the South West are invited to meet Prys Morgan, Sector Director, at an evening event in Exeter this month.
An evening with AHDB Beef & Lamb: Your levy, your industry, your future takes place on Thursday 26 November. Prys will set out his priorities for the sector and what lies ahead, while levy payers will hear how their levy is being invested to support the beef and lamb industry now and for the future.
He will be joined by Jonathan Eckley, AHDB International Trade Development Director, who will explain how AHDB is creating opportunities for British beef and lamb in international markets, and Kate Arthur, AHDB Head of Nutrition & Health, who will outline our work to champion the role of red meat in a healthy, balanced diet. Farmers will also have the chance to put their questions to the team and share their views.
Prys joined AHDB on 29 June 2026, bringing more than 30 years of senior leadership experience across the UK red meat sector. Most recently Livestock Director at Kepak Group, where he led cattle and lamb procurement across England and Wales, he previously held senior roles at Hybu Cig Cymru (Meat Promotion Wales) and helped establish EIDCymru, the statutory sheep movement database.
Prys Morgan said: “I know how important it is that every pound of levy delivers real value on the ground. This evening is a chance for producers in the South West to hear where we are focusing our efforts, from opening up international markets to championing red meat’s place in a healthy, balanced diet.
“Just as importantly, I want to hear from them and I’d encourage levy payers to come along, ask questions and tell us what matters most to their businesses, because their views will help shape our priorities for the beef and lamb sector in the months and years ahead.”
Guests can arrive from 6:30pm for a light supper, with the programme starting at 7pm and closing at 9pm. Spaces are limited and early booking is advised. To book a place, visit: ahdb.org.uk/events/an-evening-with-ahdb-beef-lamb-your-levy-your-industry-your-future
