NEIL HAMILTON, MS for Mid & West Wales, and Leader of UKIP Wales is backing a national campaign to boost consumer demand for milk.
Mr Hamilton, a member of the Climate Change, Environment and Rural Affairs committee, is supporting a new initiative to help the dairy sector impacted by Covid-19.
“I am delighted to support this campaign which highlights the role milk and dairy plays in these challenging times.
“Our dairy industry plays a crucial part in feeding our nation and we need to ensure they receive as much support as possible.
“Last week, Welsh Government announced plans to provide funding to help farmers struggling with the impact of the Coronavirus crisis and I am pleased to see they are now involved in this initiative.
“The severity of this global pandemic has had an immediate impact and devastating on the dairy sector. The closure of the food service and hospitality sectors has left many producers and processors without a viable outlet for their milk and milk products.
“I welcome any campaign to encourage more milk consumption and boost sales.”
The £1 million campaign, will be led by Agriculture and Horticulture Development Board, AHDB with additional funding from Dairy UK, by governments across the UK, retail and wider industry, aims to increase consumer demand for milk by 3% over a 12 week period. This equates to 450,000 litres of liquid milk per day.
The initiative will mainly focus on driving the tea, coffee and milky drink occasions as they have the largest volume opportunity and are the centre point of most human connections. Whether it’s a virtual cup of tea with family or a frothy latte with friends, milk has always been there and will support those connections in this time of crisis.
The campaign will appear on social media, digital and, for the first time in over a decade, on television. It’s expected that retailers, processors and farmers will come together to support the campaign.
It will also provide much needed support to both dairy processors and dairy farmers, who are currently facing difficulties.
Christine Watts, AHDB’s Chief Marketing Officer said: “This is a fantastic demonstration of what can be achieved when industry and Government join together to meet a common challenge.
“We know that consumers love milk and the great taste of dairy, but because it’s such an integral part of our lives, consumers tend to take it for granted – in the same way we all tend to take our day to day relationships as a given.
“AHDB has been delivering a strong focus on the reputation of dairy for the last three years and this campaign will further deliver on the great work we have already begun.”