6 September 2002

Boost for Europe milk

MILK consumption has been given a £1m boost by a grant from the European Commission which will be match-funded by the Milk Development Council.

The money is targeted for a one-year promotional scheme extolling the nutritional benefits of milk and will be managed by the Dairy Council.

It will be a welcome shot in the arm for the White Stuff Campaign that suffered a setback last year when funding was withdrawn for a trial period by the Dairy Industry Federation.

A spokeswoman for the MDC said: "The campaign is definitely back on track."

As well as the new European money she said a recently launched promotional grant scheme was attracting high levels

"We have had a very positive response from the dairies and some really good initiatives are in the pipeline." &#42

The spokeswoman said the forthcoming promotions were being kept tightly under wraps but should be made public by the end of September. "These are completely new ideas," she added.

farmers weekly is also helping to boost the consumption of milk with our School Milk Matters Campaign. For a free poster contact 020-8652 4911 or e-mail farmers.weekly@rbi.co.uk