NOW THAT Scotland has its own dairy brand it should promote it hard to reverse the “decaying” home market for milk and dairy products – and the milk promotion system in Northern Ireland could be the model to follow.
That was the view of dairy market analyst Chris Walkland, speaking at a joint meeting organised by NFU Scotland’s South Ayrshire area and Mole Valley Farmers, held in its new feed mill in Coylton.
Said Mr Walkland: “The oxygen of a brand is money and creativity, and the latter comes with the former. Scottish dairying has a lot going for it right now – the brand, the hub, Scottish Food and Drink, a seemingly passionate minister, and a healthier Scotland initiative.
“All it needs for the new brand is cash. Look to Northern Ireland to see what it does on promotion, and see if there are any parallels,” he suggested.
Farmers in Northern Ireland do not pay an AHDB levy, but instead pay a “voluntary compulsory” levy for milk promotion, which is also funded by the province’s dairy processors.
Although NI milk volumes are relatively small, Mr Walkland pointed out that this levy still manages to raise more funds for generic promotional work than the rest of GB put together.
In previous years, NI’s milk promotional funds have also been match funded by the EU so that every £1 raised by farmers has become £3: “There is no reason why Scotland can’t do the same. It might not get masses of money, but it would get some. If Northern Ireland can do it so can Scotland.
“It is not up to me to say how the funds would be raised – whether the money comes from a new levy or whether it is repatriated money from AHDB. But if the Scottish Government says it is ready to run the country it should be capable of running an agricultural levy, and if can’t run one, it sure as anything can’t run a country.
“And if anyone says it would be too complicated to repatriate some levy, or it wouldn’t be enough, then don’t listen,” he insisted.
There was, he said, a need for milk promotion across the UK because the home market was declining, and decaying.
“Older people eat more dairy than young people, and the problem with old people is they eventually fall off the perch. We have to tell young people how great our products are. Interlopers like soya, almond, and coconut milk are taking our market and are made to look sexy. We have to fight back and go tell people how great dairy products are.
“You go and tell Scottish people how great Scottish dairy products are through your brand! Give it a go! What have you got to lose?” he concluded.
- For in-depth news and views on Scottish agriculture, see this Friday’s issue of The Scottish Farmer or visit www.thescottishfarmer.co.uk
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