The new 'Proud of Dairy' campaign will feature:

• a re-vamped proudofdairy.com website
• the recruitment of industry ambassadors
• the creation of industry pledge partners
• 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 is 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 is 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 all take pride in what we do. It's great to work with Dairy UK and other industry partners to extend the campaign.”

The proudofdairy.com website will be the campaign hub. The website will be interactive to stimulate ongoing engagement.

The support of industry Ambassadors from all parts of the industry will be secured to build early momentum.

Organisations from across the industry will become Pledge Partners and suggest ways in which their own customers/ stakeholders can pledge to be 'proud of dairy' (over and above signing up to the key messages).

Farmers Weekly are on board as a key media partner, providing editorial and commercial support before, during and after the Dairy Event.

At the Dairy Event, 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 proudofdairy.com website throughout the Event.

TheCattleSite News Desk