Payments

Robert Kaye made this Freedom of Information request to Agriculture and Horticulture Development Board

This request has been closed to new correspondence from the public body. Contact us if you think it ought be re-opened.

The request was partially successful.

Dear Agriculture and Horticulture Development Board,

I would like request details of all payments from the AHDB and its divisions relating to celebrity endorsements - such as Dawn Porter's work for the Potato Council - made in the last two years.

Yours faithfully,

Robert Kaye

Guy Attenborough, Agriculture and Horticulture Development Board

Dear Mr Kaye,

I acknowledge receipt of your request under the FOI Act, however I have a
query: -

The Agriculture and Horticulture Development Board is a 'levy board' which
is not funded from the public purse, it is directly funded by farmers and
growers and others in the food supply chain. We undertake research and
development, on-farm knowledge transfer, promotional activity and the
provision of business data to benefit the industry sectors that fund it.
Although it is a statutory levy, the industry recommends the level and can
vote to end it. However, because the levy is 'statutory' we fall under
Treasury rules for 'public funds' and we are listed as a Non-Departmental
Public Body and audited by the National Audit Office.
Please could you confirm if it was your intention to include this
industry-funded body in your FOI request?
Kind regards

Guy Attenborough
Head of Communications
Agriculture and Horticulture Development Board
Stoneleigh Park, Kenilworth, Warwickshire CV8 2TL

Switchboard: 024 7669 2051
Direct: 024 7647 8675
Web: [1]www.ahdb.org.uk

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Dear Guy Attenborough,

Thanks. Yes it was intentional.

Yours sincerely,

Robert Kaye

Guy Attenborough, Agriculture and Horticulture Development Board

In the last two financial years the operating divisions of the Agriculture and Horticulture Development Board have worked with a wide variety of celebrity chefs, popular nutritionists and other celebrities to help explain to consumers the role of Pork/bacon/ham, Potatoes, beef, lamb and cereal crops in a healthy balanced diet.

This marketing work is completely industry funded, from levies paid by farmers/growers and others in the food supply chain. For beef, lamb and pigmeat this funding relates to England only, whereas for Potatoes it is for Great Britain and for Cereals it is for the United Kingdom.

April 2009 to March 2010
13 celebrities were used at a total cost of £110K.
Celebrities were: Gizzi Erskine, Kieth Chegwin, Anthony Worrall Thompson, Annabel Karmel, Nick Nairn, Julia Bradbury, Linda Barker, Ben Fogle, Phil Tufnell, Liz McClanon, Anthea Turner, Paul Daniels/Debbie McGee

April 2010 to March 2011
12 celebrities were used at a total cost of £109K.
Celebrities were: Dawn Porter, Sanjay Dwivedi, Andy Abrahams, Pollyanna Woodward, Lynda Bellingham, Darren Gough, Nadia Sawalha, Andi Peters, Kate Walsh, Sharron Davies, Christine Hamilton, Craig Revel Horwood

Yours

Guy Attenborough
Head of Communications
Agriculture and Horticulture Development Board
Stoneleigh Park, Kenilworth, Warwickshire CV8 2TL
Switchboard: 024 7669 2051
Direct: 024 7647 8675
Web: www.ahdb.org.uk

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Dear Guy,

Thanks for this information and for a swift response. However, I was really looking for details for each celebrity, i.e. which campaign did they work on, and how much was each paid.

I look forward to receiving this information.

Yours sincerely,

Robert Kaye

Guy Attenborough, Agriculture and Horticulture Development Board

Dear Mr Kaye,
Sorting out the campaign-related info is not a problem and we will get this additional information to you within 20 working days however, linking individual names with individual fees is commercial in confidence and this breakdown will not be provided.
Yours

Guy Attenborough
Head of Communications
Agriculture and Horticulture Development Board
Stoneleigh Park, Kenilworth, Warwickshire CV8 2TL
Switchboard: 024 7669 2051
Direct: 024 7647 8675
Web: www.ahdb.org.uk

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Dear Guy,

Thanks, that would be great.

Yours sincerely,

Robert Kaye

Guy Attenborough, Agriculture and Horticulture Development Board

Mr Kaye,
Please find below the detail of which campaigns were supported by each celebrity.

2009/10
Julia Bradbury - 'Meat SMART' campaign
Linda Barker - 'Meat SMART For All Occasions' campaign
Phil Tufnell - Love Pork 'Not The Ashes' summer BBQ campaign
Liz McClarnon - Love Pork 'Autumn Pork' campaign and 'Simple Steps to Cooking Pork' campaign
Anthea Turner - 'Glorious Gammon' campaign
Paul Daniels and Debbie McGee - Fronted 2009 British Sausage Week tour and campaign
Ben Fogle - Quality beef and lamb 'Grillers Safari' campaign
Gizzi Erskine - Love Potatoes campaign to rename potato a supercarb
Keith Chegwin - Love Chips 'Perfect Portion' campaign
Nick Nairn - 'All About Oats' campaign
Antony Worrall Thompson - Farmhouse Breakfast Week
Annabel Karmel - Farmhouse Breakfast Week

2010/11
Lynda Bellingham - 'Healthy Hearts' campaign for red meat
Kate Walsh - 'The Girls Guide To Grilling' Love Pork summer BBQ Campaign
Sharron Davies - Love Pork 'PIGnic' summer campaign
Christine Hamilton - Love Pork 'Al Fresco' campaign
Craig Revel Horwood - Fronted 2010 British Sausage Week tour and campaign
Darren Gough - Beef and Lamb Christmas campaign
Nadia Sawalha - Beef and Lamb 'Memorable Meals' campaign
Andi Peters - Beef and Lamb 'Flash Grillers' campaign
Pollyanna Woodward - Farmhouse Breakfast Week
Dawn Porter - Love Potatoes 'Time-saving, Healthy-eating Plan' campaign
Sanjay Dwivedi - Love Potatoes recipe development and demonstrations
Andy Abrahams - Love Cips 'Chip Factor' campaign

Yours

Guy Attenborough
Head of Communications
Agriculture and Horticulture Development Board
Stoneleigh Park, Kenilworth, Warwickshire CV8 2TL
Switchboard: 024 7669 2051
Direct: 024 7647 8675
Web: www.ahdb.org.uk

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