Got milk? We certainly have! We’re proud of a new collaboration we’re starting with community interest company, the Free Range Dairy Network. We will be working with them to support their ‘mooovement’ in promoting the value of milk and dairy products from traditional, pasture-based farms, providing a voice for the farmers committed to keeping their cows in fields (for a minimum of six months a year under the ‘Pasture Promise’ label) and benefitting ethical consumers across Britain.
With the trend in free-from alternatives on the rise and retailers continuing to deliver large volumes of cheap milk, the consolidation in the milk supply chain threatens to squeeze out traditional, pasture-based dairy farmers. This, alongside the amount of greenwashing around the term ‘free range’, is causing a big issue for pasture-based free-range farmers and consumers.
Our PR programme will be centred around driving awareness of the ‘Pasture Promise’ logo with consumers through national and foody based consumer titles, as well as through targeted campaign with the trade media, with the aim of highlighting the true meaning of free-range to caterers, chefs, retailers and ethical consumers alike.
The glass is always half full at Storm, so keep your eyes peeled for our success!
To find out more about the Free-Range Dairy Network, visit their website www.freerangedairy.org.