By FWi staff

DESPITE an apparent willingness to help secure milk markets, dairy producers have been slow to embrace new services that could help their individual enterprises.

Since the September launch of the Milk Development Councils market information service, Datum, only a small proportion of dairy producers have used it, admitted service manager Ken Boyns.

Although Datum seeks to bring greater transparency to milk pricing and to arm producers with information to make effective business decisions, estimates suggest around 1500 visitors are likely to access the service this month.

MDC research suggests half of these users are members of the dairy trade.

“Both the availability of current information on the website and the fax-back service for those who do not have direct access to the internet need to be promoted,” he told FARMERS WEEKLY.