Arla campaign urges shoppers to ‘Support Our Farmers’

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Arla has launched a major marketing push encouraging consumers to help struggling dairy farmers by buying its brands.
The Support Our Farmers push kicked off today with national press ads, leaflet distribution and social media activity that highlights to consumers which brands, including Lurpak, Anchor and Cravendale, belong to the farmer-owned dairy company.
The push was in direct response to the British public looking for a “proactive way” to help dairy farmers achieve a better price for their milk, said Arla’s head of milk and member services Ash Amirahmadi.
“British consumers already know our brands but not necessarily that they are owned by Arla,” he said. “We want to help them understand how buying Arla products directly benefits the one in four British dairy farmers who owns the Arla co-operative.”
The push was the first in a series of activities planned across the next 12 months to “reinforce the credentials of Arla’s brands and that 100% of profits are paid back to its farmers”, added Amirahmadi.
Earlier this month DairyCo revealed that farmgate prices plummeted by an average of 9.4% between last November and August this year – and have fallen further since.
Arla farmer owner David Christensen said: “I can’t overstate how much of a contribution that buying our products can directly help my milk price – Arla’s structure means, crucially, that there are no middlemen to cream off the profits.”
 
Source: The Grocer

Mirá También

Así lo expresó Domingo Possetto, secretario de la seccional Rafaela, quien además, afirmó que a los productores «habitualmente los ignoran los gobiernos». Además, reconoció la labor de los empresarios de las firmas locales y aseguró que están «esperanzados» con la negociación entre SanCor y Adecoagro.

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