Drive to increase milk consumption ahead of London 2012

The Dairy Council will spearhead a major three-year campaign in England and Wales to promote the consumption of milk among young people involved in sport.

The 2.2million euro (£1.95million) ‘Milk in Action’ campaign has been approved by the EU management committee and will begin in April 2010 and aims, through linkage with sport, to increase milk consumption by young people in the run up to the Olympics.

Readers' comments (4)

  • They'll be lucky if there's enough milk to supply enough dairy products for everyone at the Olympics in 2012 at the current rate people are leaving the industry!

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  • too little, an to damn late!

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  • Good to see cash coming through to promote our products. Even better if we could get back to the days when farmers' cash played its part too. Maybe that's what DairyCo. should be thinking about.

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  • A step in the right direction and we’d all like to have seen this happening before. This campaign and Make Mine Milk is good news and even better if there was input from farming bodies.

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