Milk promotion blasted
Milk promotion blasted
OVER 96% of visitors questioned at this years European Dairy Farming Event were unhappy with the way liquid milk is promoted, but only 20% were willing to pay over 0.01p/litre, the current levy, for a nationwide campaign to increase sales, according to survey results issued this week.
About 1500 people were canvassed at the two-day event in September by feed supply group, ABN. Almost 85% of respondents wanted to see milk advertised generically with television adverts being a preferred option.
Most backed ABNs initiative to get free milk back into schools with almost 57% adding they would pay up to £50 on top of the existing milk promotion levy of 0.01p/litre to support the initiative. This additional £50 is equivalent to doubling the current levy paid by a 100-cow herd with an average yield of 5,000 litres.
However, only 20% of respondents would accept an increase in statutory milk promotion levy for a national promotional campaign. A further 23% said they should pay nothing at all and 56% said they were willing to contribute no more than the current levy. *