The new campaign will feature: a revamped website, the recruitment of industry ambassadors, the creation of industry ‘pledge partners’ and a key media partner.
Under this initiative, DairyCo will play a key organisational and administrative role in the campaign alongside Dairy UK.
Jim Begg, director general of Dairy UK, said: “The development of Proud of Dairy is good news for everyone in the industry. It’s a great flag for us all to rally round and I’m delighted that DairyCo and other organisations are to get more heavily involved.
“The UK dairy industry has a huge amount to be proud of, and it’s vitally important that we all demonstrate that pride as visibly as possible.”
Duncan Pullar, sector director, DairyCo, added: “Uniting behind Proud of Dairy is the industry’s pledge to show that we all take pride in what we do. It’s great to work with Dairy UK and other industry partners to extend the campaign.”
At the Dairy Event (6-7 September 2011), industry representatives at the Dairy UK stand will appeal for farmers and other individuals to sign up for the campaign and be photographed holding a branded glass of milk.
Farmers will be photographed signing the pledge board on the DairyCo stand. Names, pictures and supportive comments of all ‘pledgers’ will then be uploaded to the Proud of Dairy website throughout the event.
Source: Dairy UK
© FoodBev Media Ltd 2024