Funding boost for British foods
Two recent funding awards have given a boost to the promotion of British food products.
A three-year generic milk promotion initiative worth £7.5m has been launched by the Milk Marketing Forum to promote the benefits of milk consumption. The forum, a consortium of leading dairy companies, has secured almost £2.5m of their funds from the EU with the rest coming from forum members.
In what will be the biggest generic milk promotion for years the “Make Mine Milk” campaign will use posters, press, online media and PR to promote liquid milk, aimed at families with a focus on young people aged 15 to 24-years old.
In addition, the Agricultural and Horticultural Development Board (AHDB) has secured permission from the EU to use around £500,000 of levy payments to raise awareness of the Red Tractor Logo on British foods. The mark, which appears on more than £8bn worth of food products, will be promoted to consumers by delivering a message about the quality and high production standards associated with its use.
