Ms King, a former Editor and Editorial Director of the Farmers Weekly Group, will take up her position at the Stoneleigh-based levy board on 1 February, replacing Tom Taylor who left at the end of November 2014.

During her time at Farmers Weekly, Jane oversaw a complete repositioning of the title, revitalising its products, developing new services and overseeing organisational change.

As a senior executive at Reed Business Information (RBI) for over 30 years, Jane also has significant experience providing information and services to a range of industries as diverse as retail, health, social care, employment law and hospitality.

AHDB Chairman, Sir Peter Kendall, said: "Jane has enormous knowledge, enthusiasm and passion for our industry and the Board and I are delighted to welcome her to AHDB.

"Her communication skills and experience of both repositioning and leading a well-known agricultural service brand through a period of change means she will be able to lead AHDB through an important period as it works towards becoming a centre of excellence for the UK industry."

Ms King said: "I am hugely excited and feel extremely privileged to be leading the AHDB through the next stage of its development. UK agriculture is at a turning point and I believe it has enormous potential.

"The AHDB is an organisation with phenomenal talent and resources supporting farmers, growers and the wider supply chain. I'm really looking forward to driving AHDB forward with the team and the wider industry."

Mick Sloyan, a senior director at AHDB, is currently Acting Chief Executive at AHDB until Ms King takes up her post.