For enquiries about AHDB Beef and Lamb promotional material please call the scheme hotline: 0845 491 8787


Monisha Singh,

Trade Communications Manager

Monisha leads on communication of trade and product development work through to the trade press and key stakeholders. She also assists the Senior Multiple Retail Manager to deliver AHDB Beef and Lamb activities to key accounts. 

Tel:024 7647 8959  Mobile: 07773 076 176

Matthew Southam,

 Senior Multiple Retail Manager 

Matt oversees all activity with multiple retail accounts. He Liaises with consumer teams to co-ordinate communication to the multiple retail sector on all AHDB Beef and Lamb activities. 

Mobile: 07792 486634

Dick van Leeuwen,

 Senior Business Development Manager 

Dick leads on product development, including developing contacts in ready-meal and sous vide sectors. Dick also leads on the Meat Education Programme.

Mobile: 07887 896152

About AHDB Beef and Lamb


AHDB Beef and Lamb (formerly known as EBLEX) is the organisation for beef and lamb levy payers in England and is a division of the Agriculture and Horticulture Development Board (AHDB). AHDB Beef and Lamb helps the English beef and lamb industry to boost its competitiveness and promotes quality.


The AHDB Beef and Lamb Trade and Product Development team supports businesses throughout the retail and foodservice supply chains for beef and lamb. From abattoirs and processors to wholesalers, independent and multiple retailers and foodservice operators, we work with businesses to help improve their operational effectiveness and assist with beef and lamb product development, marketing and promotion.

There are two main ways in which we seek to add value. Firstly through stimulating a profitable demand for quality beef and lamb - which often entails effective product development, recipe innovation and critical operational effectiveness in particular areas as well as marketing and promoting quality beef and lamb generally across all retail and foodservice sectors.


Secondly, much of our effort is directed at bringing together various parts of the food chain to ensure the retail and foodservice sectors benefit from having efficient and sustainable supply chains. Often, this work begins right at the farm level, progresses through processors and suppliers and involves working closely with both independent and multiple retailers as well as chefs and caterers.


At the heart of our work is the AHDB Beef and Lamb Quality Standard Mark, which aims to deliver improved quality and consistency of beef and lamb and ensure their tenderness and succulence. 

AHDB Beef and Lamb also works with Assured Food Standards in promoting the Red Tractor scheme and its logo. Click here to find out more about the Red Tractor.

For enquiries about AHDB Beef and Lamb promotional material please call the scheme Hotline: 0845 491 8787*.