A new 12-week consumer marketing campaign to increase the demand for liquid milk across the UK to support the dairy sector impacted by Covid19, is set to get underway next week.
The new consumer campaign aims to help balance the oversupply of milk from the closure of the food service sector, which has left many processors without a viable outlet for their milk and milk products.
It will be led by AHDB with additional funding from Dairy UK, by governments across the UK, retail and wider industry, aims to increase consumer demand for milk by 3% over a 12 week period.
The initiative roll out via targeted social media and a TV campaign and aims to drive volume sales of liquid milk in the short term, and sustain this demand over the medium term over the duration of a phased campaign.
Rural Affairs Minister, Lesley Griffiths, said: “The dairy sector has felt an immediate impact from the closure of the food services sector and the accompanying drop in demand for milk.
“It is so important we support our dairy farmers during this difficult time. I am pleased to work with governments across the UK and with the industry on this new marketing campaign to boost consumer demand for our great Welsh produce.
NFU Scotland Milk committee chairman, Gary Mitchell also praised the campaign: “With the dairy sector hit hard by the Covid-19 changes to the marketplace, which brought a massive switch away from catering to retail, this is a very welcome initiative asking everyone to celebrate milk with a frothy coffee or a cup of tea.
“One of the most encouraging aspects for me is that it is joint funded by not only AHDB and Governments, but also Dairy UK the processor-led organisation representing farmer-owned co-ops and private dairy companies. This is truly a joined up industry initiative.”