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AF Group
Discover How Lloyds helped AF Group streamline Member payments and strengthen supplier relationships.
Read time: 6 mins Added: 12/09/25
Boosting agri-business efficiency: AF Group & Lloyds collaboration
AF Group moved its Member payment card services to Lloyds after a decade with its previous provider. Facing rising costs, a lack of innovation and an increasingly stale relationship, they wanted a more proactive provider. Lloyds delivered a seamless switch with minimal disruption, improving AF’s financial processes while laying the groundwork for a longer-term collaboration based on support and innovation.
From fields to farm shops – AF Group backs Britain’s rural enterprise
AF Group is a co-operative procurement group, owned by over 3,000 farms and rural businesses across the UK. As the UK’s largest buying group for farm inputs, its membership includes large rural estates, smallholders, independent growers and diversified ventures such as farm shops.
Operating on behalf of its Members, AF champions progressive, transparent procurement, securing best value goods and services that save time and drive value.
Kristian Dunham Head of Fuels and General Inputs, AF GroupWe see ourselves as the procurement arm of rural businesses. We save our Members time and money by managing purchases more efficiently on their behalf.
After ten years, AF set its sights on smarter card solutions
The relationship with their previous card supplier had lost momentum, and there was little sign of engagement or innovation. As Stephanie Chapman, AF’s Charge Card Procurement Manager, put it, “Ten years is a long time to be with one provider. Our commercial terms had become unfavourable, and we were looking for more proactive account management. We wanted to explore what else we could do with our cards.”
However, changing such a key supplier wouldn’t be easy. With over 2,000 card users, the risk of disruption was considerable and required careful management. In addition, many Members had existing relationships with the outgoing provider. As a not-for-profit co-operative, AF needed the transition to be as seamless as possible for its Members.
Lloyds approached the opportunity with a collaborative mindset
Early conversations reassured AF that Lloyds had a genuine interest in understanding their operations, values and member expectations. They took time to learn about AF’s procurement processes and existing Visa-based systems. As Kristian Dunham acknowledged, “Lloyds knew more about our business in a few weeks than our old provider had done after a decade.”
This was an important part of the process for Lloyds. As Client Development Manager, Ryan Symonds, explained, “We met with AF to understand their payment flows: why and how they used cards and what they and their Members needed from card solutions. The real value was in offering new ideas.”
Rather than proposing an off-the-shelf solution, Lloyds tailored its offer to match AF’s needs. The implementation process was methodical and collaborative, with Lloyds providing dedicated support, regular check-in meetings and several practical recommendations. These included more efficient batch payment capabilities and improved process flows.
A seamless transition
The new solution was introduced ahead of schedule, with cards and PINs arriving early for a seamless switchover with no operational downtime. According to Stephanie Chapman, “Lloyds wanted to make sure we were fully ready by 1st February. This meant the cards were turned on a week or so in advance, so Members had an overlap.”
As a result, there was no disruption to Members or AF staff. This continuity of service meant that, from the Members’ perspective, very little changed. AF benefits from greater confidence in the reliability and management of the account and the scalability of alternative payment products.
For the AF team, new tools such as batch payments and delegated card management significantly reduced admin time and improved internal workflows. Lloyds also helped AF identify opportunities for greater returns, including smarter use of deposits and supplier data, which provided immediate and longer-term value to Members.
Kristian Dunham Head of Fuels and General Inputs, AF GroupThey were genuinely invested and interested in the wider value beyond the commercials. The team’s professionalism, their interest in understanding AF’s unique structure and their commitment to delivering real value set them apart.
From card services supplier to a broader strategic relationship
Lloyds and The AF Group continue to work closely together, with regular reviews, shared planning and new opportunities under discussion. From an initial goal of improving card services, the relationship has now expanded to include supplier optimisation, improved reporting tools and exploration of additional financial products.
For AF, this is a multi-phase journey – beginning with implementation, moving into efficiency gains, and now developing into broader strategic optimisation.
Kristian Dunham’s advice to other member-led organisations or mid-sized businesses is clear: “Be bold. Don’t stay with a provider just because you always have. Challenge assumptions and look at what else is out there.”
Stephanie Chapman added that businesses should revisit options regularly: “Markets change quickly – just because someone couldn’t meet your needs before doesn’t mean they won’t be able to now.”
According to Lloyds’ Ryan Symonds, “AF Group is a great example of our strategy in action. By supporting a cooperative that empowers 3,000 rural businesses, we’re helping Britain prosper through scale, collaboration and trust.”
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