5 October 2001


CARICATURES of farm staff and animals on ice-cream cartons made for a winning brand in the MDCs David Hall Award, presented at the Dairy Event last week.

Winner of the award, which is presented for innovation in dairy product marketing, was Neil Maxwell of North Doddington Farm, Wooler, Northumberland. Mr Maxwell runs a 250-cow dairy herd and 10-15% of milk is processed.

He has produced cheese for national and European markets for the last 10 years, but decided to add ice-cream to his portfolio last year. "We enjoy processing and with a low population in Northumberland there are few opportunities to sell liquid milk in this area so processing provides added security to the business."

Ice-cream from the farm is sold through 100 independent retailers from as far south as County Durham to Edinburgh in the north. The idea of using caricatures of animals and staff to brand the ice-cream was a joint one between Mr Maxwell and his design company. "It has received a strong positive response from customers," he says.

Neil Maxwell and MDC representative Christian Fox enjoy Doddington Dairy ice-cream, the innovation which saw the company win the David Hall Award.

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