£4.2m dairy promotion

Press, Volume CXIV, Issue 33425, 5 January 1974, Page 11

£4.2m dairy promotion

(N.Z.P.A. Staff Correspondent) LONDON, Jan. 4. Britons will be urged to drink more milk and to eat more cheese in an advertising campaign costing £4.2m this year, but the announcement of this co- ; incides with a warning i from farmers that milk production may fail in the months ahead. The farmers are asking for a further 3p a gallon to cover, increased production costs.' because of which milk output has fallen by 15,000 gallons I in the last three months, though the 1973 total is expected to be about 2500 milIlion gallons, or nearly 2 per icent more than in the previous year. Housewives have been * warned that the retail price, 1 which has been pegged for

;years, may rise by 0.5 p to :5.5p. Mr George Speakman, director of the National Dairy [Council, said: “Farmers will need to be compensated for their extra costs if output is to be maintained or exipanded.” The N.D.C. set the new promotion budget mark in a bid to lift consumption. Milk, ■ which featured in the famous •,“Drinka Pinta Day” advertising campaign, is now being ; promoted with the slogan, "It > is vital to the economy to , boost milk output. We are ■ importing nearly half out ■ cheese, and 80 per cent of r our butter. The dairy indus•jtry can obviously make an 'important contribution t< i Britain’s balance of payment} , by reducing her dependent! r on imports.”