Department for Environment, Food & Rural Affairs (DEFRA)
Change communications for a sector.
I led the communications and strategy for the Biosecurity, Borders and Trade IT team, who were implementing digital transformations for exporters and importers across the agri-food sector.
The challenge.
With the UK leaving the EU and new trade deals being agreed with international partners, DEFRA needed to communicate important policy changes to importers and exporters working in food and agriculture. I led on the messaging and developed a communications strategy for supermarkets across the UK, to make sure updated regulations and requirements were shared consistently and in a timely manner. The goal was to avoid interruption of trade while maintaining the border checks and controls that protect the biosecurity of the UK.
The impact.
As a result of the team’s streamlined communications, supermarkets were better prepared for the upcoming regulatory changes and thus able to avoid costly delays with deliveries. By communicating information about the changes to the digital infrastructure that underpins UK border control, I helped to deliver the smoothest possible transition for the agri-food sector, which in turn minimised risks to biosecurity and public health. Ensuring that supermarkets were prepared for the new policies and procedures also reduced the likelihood of food shortages for consumers.
