The Agri-Food Comms Cast explores the value of 'asking the audience' and the approach behind the AHDB's Shape the Future ballot.

In episode two of season four, Catherine Linch talks with Roseanne Thomas, Director of Communications at the Agriculture and Horticulture Development Board (AHDB).

Shape the Future Ballot: Giving Agriculture a Voice

The Shape the Future ballot allows 100,000 UK farmers and growers to voice their opinions and influence funding decisions in the agriculture sector.

Knowing your audience and using market research is essential in the comms industry. However, this is the first time the levy board has taken this approach.

We question whether AHDB needs to change its activities or improve outreach to raise awareness and make their work more accessible to funders.

We also ask Roseanne how AHDB plans to implement the ballot findings once results are in.

The Shape the Future ballot aims to help AHDB understand the needs of farmers and growers and guide future funding decisions.

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