THE National Dairy Council is leading a cross-industry initiative to promote milk drinking to 100,000 children at BBC televisions "Big Bash" party at the National Exhibition Centre, Birmingham this weekend.
The NDC will hand out 40,000 miniature sample packs of milk carrying the logo for the junior triathlon, an event that combines swimming, cycling and running, which the council sponsors throughout Britain.
Andrew Ovens, NDC marketing manager, said that industry had worked together to achieve the promotion. "Milk Marque supplied the packaging unit, Tetra Pak the packs, Midlands Co-op supplied the milk and Associated British Nutrition added to EU funds secured by NDC."
Meanwhile, NFU members were expected to vote yesterday (Thur) in favour of paying a producer levy of 0.04p/l to co-fund a generic milk advertising campaign.
The NDC believes that £10m – £5m for producers, £5m from processors – is needed to redress the annual 1% decline in milk sales (Features, Nov 20). *