29 May 1998

Milk ad boost

RESEARCH into the potential value of generic advertising of milk by the Milk Development Council has won the full support of the NFU.

The council, which so far does not have the remit to fund generic promotion, will appoint an independent expert by tender to report to both organisations by the end of July. The report will show whether the industry should support the idea of a campaign.

The primary purpose of the report is to enable both the MDC and the NFU to decide whether to ask ministers to conduct a poll of producers and processors to determine support for allowing the MDC to get involved in generic advertising.

Peter Merson, MDC chief executive, said: "We are conducting this research to enable us to discover whether there would be real, tangible benefits." &#42