Together as one: Reflections from Semex
Thursday, 23 January 2025
AHDB CEO Graham Wilkinson recently spoke at the Semex conference, sharing updates on our work for the dairy sector and reflecting on how far we've come and what our priorities are going forward.
After many years of attending the Semex conference as a delegate, it was an honour to stand on the stage this year as AHDB’s CEO, after nearly 10 months into the role.
My session wasn’t just a chance to talk about our work for the GB dairy sector, it was a moment to reflect on how far we’ve come, what we’re focusing on and the vision that’s shaping our future.
My first impressions of AHDB
When I joined AHDB, I already knew about its strong reputation for supporting farmers. But as I dug deeper, I saw that while we were doing a lot of great work, the world around us was changing – and we needed to change with it.
That’s why we’ve worked hard to better align what we do with the needs of the farmers who fund us. One big step forward was Shape the Future, where we asked levy payers what they value most about our work. Their feedback, combined with guidance from sector councils, is now shaping our plans and priorities.
Areas I talked about
Building a stronger reputation for dairy
Consumers today hear so much conflicting information about food and farming. That’s why we work with schools, retailers and media to protect and promote dairy’s health benefits.
Our four-year Let’s Eat Balanced campaign has reached 47 million adults and generated £10 return for every £1 invested – a game-changer in challenging negative perceptions.
Our partnership with British Universities and Colleges Sports (BUCS) has been especially exciting. It’s helping us connect with younger people and show them why milk is an affordable, nutrient-packed choice.
Telling the story about the environment
A big theme throughout the conference was the need to tackle misconceptions about farming, especially when it comes to the environment.
Facts matter, especially when discussing sustainability. We’re leading an AHDB initiative to showcase the environmental impact of UK farming and support sustainable food production by baselining data from 170 farms across Great Britain.
Well-managed livestock systems are essential for both people and the planet, providing essential nutrition while supporting carbon sequestration, biodiversity and healthy soils.
With the Government's new National Food Strategy, it’s crucial to champion evidence-based policies that recognise livestock’s role, uphold animal welfare and promote healthy, balanced diets.
Looking overseas
In 2023, UK dairy products reached 135 countries, with cheese ranking as the third-most valuable food export.
With a 50% funding increase and government backing, we’re focused on driving growth in global markets. New in-market people in the USA, Middle East and Asia will bolster our ability to open new markets and strengthen existing ones.
Defining our vision and values
One of the most exciting parts of my session was sharing a preview of AHDB's new vision and values.
In collaboration with our board, executive team, and staff, we’ve refined our vision to focus on unlocking the success of British agriculture.
Our values such as “Muck In” and “Walk in Wellies” reflect resilience, collaboration and a farmer-centric approach.
Final thoughts
Speaking at this event wasn’t just an opportunity to share updates, it was also a chance to listen.
It was fantastic to connect with members of our Dairy Sector Council and key industry players, whose ideas and feedback will play a vital role in shaping our next steps.
I also want to highlight the exceptional Sarah Thomlinson, who delivered an incredibly engaging presentation on Johne's, TB and bluetongue. I’m so incredibly proud and fortunate to have talent like Sarah as part of our AHDB team.
I’m excited about what we can achieve. Let’s continue to drive the conversation forward – the future of farming depends on all of us working together as one.
![Graham Wilkinson holding a newspaper on stage at the Semex conference.](https://projectblue.blob.core.windows.net/media/Default/Events/Graham at Semex.jpg)