Membership Team

Our team are dedicated to helping you get the most out of your membership and ensuring you get the best value for money.

vicky hudson

Vicky Hudson

Membership Services Manager

I enjoy handling deal a wide range of queries and questions from new and current Members every day. Being able to help and advise on what AF can offer gives me great satisfaction.

My role is very varied role, helping existing Members with general enquires or changes to their business details, as well as welcoming new membership applications  Having worked at AF since 2008 I have a wealth of knowledge and experience. Ensuring our Members’ needs are met and that all receive a high level of customer service is very important to me.

duncan abel

Duncan Abel

Membership Account Manager

I am passionate about working with people to solve their business issues as well as showcasing to farmers the benefits of AF membership.

I have worked within customer facing environments as an account manager for over 15 years and have been with the membership team here at AF since 2016. My role sees me engage with all types of farm businesses throughout the country, helping Members and prospective Members to understand how AF can help them, their staff, and ultimately their business.

jane ritchie

Jane Ritchie

Membership Account Manager

I love helping Members make the most of their membership by understanding their needs and working with the teams to deliver.

I have worked for AF for 14 years, starting in accounts, progressing through Fuel & livestock, gaining my RAMA qualifications,  and finally coming to rest in the Membership team, which I love. My role sees me engage with all types of farm businesses from Lands End to John O’ Groats , helping Members and prospective Members to understand how AF works, how it could help their business and save them time so they can get on with their farming.

Ken Grimsdell

Business Development Executive

I am passionate about farming and utilising my experience to help Members grow their business by making the most of AF.

Over 40 years working in farm and estate management in both East Anglia and the Midlands, for both private and corporate landowners. Experience in business management, crop and animal production and farm advisory. Working part time for AF as well as running own small private farm consultancy. I have held several directorships including membership exec at AF for 8 years and I live in Leicestershire.


Belinda McMahon

Membership Assistant

I enjoy speaking to Members and helping them with their queries so they can make the most of their membership

I come from a background of customer service, moving from retail management to client-facing administration within the financial sector. Over the past 15 years I have learnt a lot about customer care, which has been invaluable within my current role with AF – I love interacting with members on a daily basis and I’m proud to be part of an integral team within the company.

alison whiterod

Alison Whiterod

Senior Receptionist

I joined AF in 2004 and have extensive knowledge of the farming industry as I come from a farming background.

I have previously worked at one of the largest law firms and am qualified within the motor trade. I have always worked within customer service roles which is why I love speaking to so many different Members every day.

lauren prance

Lauren Prance

Contact Centre & Member Services Assistant

I enjoy working with colleagues and Members to help solve problems.

I come from an animal care background from small animals through to farm, equine and some of the more exotic species. My roles have been varied including Nursing and Reception so I have a strong customer care background and love of animals. I enjoy being part of the membership services team and helping our members.