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Project from work

Creating a Flagship Education Programme

The ABP Angus Youth Challenge is a skills development programme for 14-16 year olds interested in working in agri-food production. It is backed by one of UK and Ireland's leading and award winning meat processors, ABP. A competition-style format encourages young people to enter for the opportunity to win calves, rear them and benefit financially from their sale. Finalists selected then benefit from a farm to fork skills development programme with ABP.

The ABP Youth Challenge is unique, the value of which is further enhanced by ABP’s marketing and promotion campaign which fully engaged with industry stakeholders and the wider public through organisation of events, widespread social media coverage, press releases and personal involvement. In summary, an excellent insight into all aspects of beef production and marketing for consumers and producers that is helping realise the value of this sector to our economy.”

Aurelie Moralis, Zoetis & ABP Angus Youth Challenge Judge

The competition was first launched in October 2017 and since then has gained swift and widespread recognition within the agriculture, food and education sectors as an innovative programme that is helping to connect young people at a key stage in their education with job opportunities in the sector. It shines a positive spotlight on the care and skill involved in the meat supply chain.

A comprehensive marketing and PR promotional campaign managed by MF Communication supports the competition to raise awareness, drive entries and build engagement with industry stakeholders and young people.

This new competition is novel, innovative and educational and attracted excellent interest from both rural and urban schools and from all sections of the community. Their knowledge and participation was tremendous demonstrating excellent insight and fantastic enthusiasm for Aberdeen Angus cattle and the role of the breed in the agri-food industry. I believe that the competition can only develop further and commend the organisers on a very successful competition which benefited from superb media coverage across all channels both traditional and new.

John Henning, Angus Breeder & Chairman of Agrisearch

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