The Dairy Council for Northern Ireland has been awarded a €193,000 marketing grant by the European Union. The money will contribute to a three year advertising programme, ‘Milk, a Force of Nature’ which is set to launch next year.
‘Milk, a Force of Nature’ is aimed at highlighting the many benefits of milk as part of a healthy diet by dramatising the power of nutritional elements contained in milk.
The advertising initiative forms part of a major promotional campaign entitled, ‘Milk, Nutritious by Nature’ – a European Milk Forum’s (EMF) scheme. The Dairy Council is part of the EMF which coordinated the application for funding, the total value of which is 16 million Euros and will run across seven EMF member European Union countries including Northern Ireland.
Commenting on the announcement, Dr Mike Johnston, Chief Executive for the Dairy Council, said:
“This is good news for the Northern Ireland dairy industry. This
funding, through which the EU will provide 50% of our 3 year advertising expenditure of €386,000, will enable us to communicate the wide range of nutrients in milk and their beneficial functions. The programme is the first of its kind launched by the EMF, never before has a common programme been approved in so many
countries.”
Speaking about the importance of promoting milk, he added:
“We want to continue to position the consumption of milk as an important part of a healthy and balanced diet for all consumers in Northern Ireland. This campaign will help illustrate that milk is a rich source of many nutrients, and has the ability to make an
important contribution to the nutrient intake of children and adults alike.”
About the EMF
The European Milk Forum, created in 2011, is the first pan–European non–profit organisation developing information and promotion campaigns on milk and dairy. EMF members, including Northern Ireland, have the common aim to disseminate pertinent information and create a meaningful dialogue with key stakeholders on topics relating to milk and dairy.
EMF includes dairy organisations in seven European countries:
Northern Ireland
Ireland
Austria
Belgium
France
Denmark
The Netherlands