A CONCERTED campaign to get UK consumers closer to the nation's dairy farmers was launched this week by Arla Foods.

Under the banner "Support Our Farmers", the farmer-owned co-operative is calling on shoppers to help improve the current rock-bottom returns to UK milk producers by buying its well-known products, including the Anchor and Lurpak butter brands, and Cravendale fresh milk.

Hailed as a "first of its kind" by Arla's head of milk and member services, Ash Amirahmadi, the campaign will include a series of advertisements in the national press, point-of-sale leaflets and a supportive social media initiative.

A network of Arla's dairy farmers will be supporting the campaign by distributing thousands of leaflets in their local communities highlighting how buying from Arla will help them achieve a better price for their milk following this autumn's sharp market downturn.

Mr Amirahmadi explained: "We have consistently delivered a leading milk price for our farmers, but over recent months t here has been significant pressure on the global market, where the prices paid to farmers is being squeezed.

"Due to our ownership structure, we are acutely aware of the impact this can have on our farmers as well as the wider dairy industry.

"We believe that the British public wants to help dairy farmers and we want to help them understand how buying Arla products benefits them directly.

"This is not a one-off campaign - we see this as a long-term commitment with consumers."

Arla milk producer David Christensen said: "We have no control over global markets but we can be more pro-active on the home front.

"As a dairy farmer owner, I can't overstate how much of a contribution that buying our products can directly help my milk price.

"Arla's structure means, crucially, that there are no middlemen to cream-off the profits," he said. "The strength and scale of our co-operative means that we can work together and mobilise our farmer-owned business to ensure the public knows who benefits from their purchases."

Women's Food and Farming Union vice president Barbara Hughes, who is also an Arla farmer owner, added: "Where would we be without milk?

"It is nutritious and part of a balanced diet. Right now, we need the British public to support dairy farmers so we can continue to milk our cows and produce the high quality dairy products that we all enjoy."

For in-depth news and views on Scottish agriculture, see this Friday's issue of The Scottish Farmer or visit www.thescottishfarmer.co.uk