Maybe British farmers should take a leaf out of their American counterparts' book.
They don't mess around when it comes to advertising. While farmers here been arguing for decades about who pays for what - and whether it's worth advertising farm products full stop - the Yanks just get on and do it.
They enlist the help of some pretty serious A-listers, too. Footballer David Beckham - all over the papers today for deciding to leave Real Madrid for Los Angeles Galaxy - is one of a host of celebs to have got involved with the Got Milk campaign, taking part in its Milk Mustache (yes, that's how they spell it over there) initiative.
Others include Naomi Campbell, Larry King and Elton John - and the work of Got Milk is credited with giving a much-needed fillip to milk sales after a long decline.
Maybe Posh's better half has decided to relocate because he likes the milk so much in the States. That, and the prospect of a five-year deal worth £128m, of course.
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