DAVID Deakin has recently been appointed as secretary of the UK Hereford Cattle Society having promoted the breed since joining the society in 2005.

He will have the full support of the breed council in bringing innovation and new technologies to the society while further developing the role of the Hereford in profitable beef production, and as a premium food brand.

Society chairman, Robin Irvine, commented: “David has been a major driver behind the remarkable growth in popularity that the breed has enjoyed in recent years. His work in promoting the breed and the Hereford Beef Brand through modern media and in building relationships along the supply chain have been key to this success. We are pleased that David has taken up the challenge of leading the Breed in the coming years.

On his appointment, David said: “It’s such an honour to be only the ninth Hereford Breed Secretary of such an iconic beef breed during the past 140 years.”

The appointment takes place with immediate effect and David will be based at the society’s headquarters in the city of Hereford.