Februdairy campaign urges support for British dairy industry
G Tim Scrivener The UK dairy industry has launched its annual #Februdairy social media campaign, urging consumers to champion British milk, cheese and dairy products at a time of intense pressure for dairy farmers.
The campaign encourages people to share positive stories, recipes and facts about dairy, countering misconceptions and highlighting the sector’s role in rural Britain.
Februdairy began in 2017 as a grassroots, farmer-led response to Veganuary.
It aims to give dairy producers a positive, unified voice during February and celebrate the nutritional, economic and cultural value of British dairy.
See also: Farmgate milk prices face further cuts in February and March
Five ways to support British dairy farmers
- Buy milk and dairy products with a British origin label
- Choose retailers that commit to fair milk pricing
- Support local dairies, farm shops and co-operatives
- Choose British cheese and look for protected regional names
- Share positive dairy stories online using #Februdairy
Industry leaders say the message is more urgent than ever.
Paul Tompkins, a dairy farmer based in the West Midlands and chairman of the NFU’s National Dairy Board, said: “UK dairy farmers continue to enjoy the respect of shoppers, with the continued presence of dairy products in the shopping basket, and we are very grateful for their support.
“Februdairy was initially started as a response to Veganuary.
“But we want to turn the campaign into an year-round story to promote the many benefits of dairy products in the diet.
“Consumers are increasingly turning to whole, nutrient-dense foods and dairy is well placed to meet that demand.”
Key consumer insights on dairy
Dairy continues to deliver on fundamental consumer needs, meeting demand for taste, nutrition, and everyday value, according to the AHDB.
Yoghurt remains the fastest-growing category, while cheese has seen more recent increases in popularity, based on the government’s Family Food Survey.
When asked about dairy in their diet, here is what consumers said:
- 86% say dairy is enjoyable to eat
- 80% say it is a vital part of everyday food
- 81% see dairy as important to a balanced, healthy diet
- 90% recognise dairy as a good source of calcium
- 77% say dairy is ideal for a growing family
- 68% value dairy as a natural source of vitamin B12
- 22% say health credentials are becoming more important when buying dairy
Source: AHDB/YouGov Consumer Tracker, August 2025
According to AHDB figures, the number of dairy farms in Britain has continued to fall, with just over 7,000 producers now operating nationwide.
While efficiency gains have kept total milk production relatively stable, many farmers remain under pressure from persistently low farmgate prices, rising input costs and ongoing market volatility.
Supporting jobs
The UK dairy sector remains a major contributor to the agricultural economy, supporting tens of thousands of jobs across farming, processing and supply chains.
However, retailer price pressure, global market uncertainty and competition from imported and plant-based alternatives continue to squeeze margins.
Supporters of #Februdairy argue that consumer choice directly affects farm viability.
And that backing British dairy helps support food security, animal welfare standards and rural communities.