Article: Introducing Mike Sheldon, Pork Sector Council Chair

Below we share his background, his thoughts on the challenges faced by the industry, and why he joined the Pork Sector Council.

Mike’s background

Before managing his own pig farm for 18 years, Mike worked in operations and marketing with the Pig Improvement Company (PIC) for 14 years. He is a former Director of Red Tractor where he chaired the pig sector board and the marketing committee. 

Mike was also the founding Chief Executive of the National Pig Association and is the current Chair of Seafish – the Sea Fish Industry Authority. 

Joining the Pork Sector Council

“I see AHDB as working for the interests of levy payers, full stop. This means responding to the challenges being faced by levy payers, and, better still, anticipating those challenges before they arrive.

“I think the Pork Sector Council can invest levy payers’ funds to make a real difference to the fortunes of the pig industry. We might not be able to solve all problems, but who wouldn’t want the chance to be involved in the challenge?

“The AHDB Marketing team is breaking new ground by working with several retailers to make the meat aisle in supermarkets more dynamic and attractive to customers. This is the type of work that AHDB is uniquely well-placed to carry out, and it should deliver excellent value for levy payers.”

Challenges facing the sector

“A challenge I believe the sector is facing is that of meeting the expectations of consumers. There are two dimensions to this challenge. One of these is developing the sector in line with how society is moving, as well as helping consumers appreciate the sector’s great achievements.

“Another challenge will be the collection of data and making sense of it. Tell the story of what we are achieving to all audiences – consumers, government, supply chain, levy payers, and media. Be quick to appreciate the challenges and opportunities coming over the horizon.

“I am mainly looking forward to the sector emerging from the dark days of the last year. As it does, I am confident the Pork Sector Council plan will bear fruit.”

AHDB’s sector councils

AHDB’s sector councils are the voice of levy payers within AHDB. The councils are responsible for proposing the work that needs to be done on behalf of levy payers and making funding decisions about what we deliver. Each council member must be ratified by levy payers and will serve for a term of three years, with a maximum of two terms.