The HGCA is to rebrand as AHDB Cereals and Oilseeds, following a decision by the Agriculture & Horticulture Development Board (AHDB) to simplify its brands.

As of summer 2015, the existing sector brands will all be known as AHDB, followed by the particular sector’s focus.

AHDB chairman Peter Kendall said: “This is an important step forward for AHDB as we move towards our aim of looking, feeling and behaving as one organisation.

“Coming together under one simplified brand can help AHDB increase our influence on behalf of our levy payers. This will ensure we are in a better position to make the most of future industry opportunities.”

The organisation is currently working on a roll-out plan, and will focus on using up existing stocks of the current branded materials.

AHDB is a UK-wide non-departmental public body, sponsored by Defra and primarily funded by farmers, growers and others in the supply chain through statutory levies.