The Free Range Milk Marketing Board (FRMMB), representing a group of more than 700 dairy farmers, has announced the launch of a new campaign and brand of milk, soon to be available in dairy aisles, farm shops and milk floats across the country. Enjoy Milk, which features a game-changing black top, will provide consumers with the opportunity to choose great tasting fresh milk from 100% British farms which is also guaranteed grass grazed and offers farmers a truly fair deal.
The founders of Enjoy Milk believe theirs is the first and only milk in the UK which truly combines free ranging, fair trading and 100% British sourced. Via enjoymilk.co.uk and social media, Enjoy Milk will share the real stories behind the liquid in the bottle and the farmers who produce it, showing transparently why it’s better for consumers, better for farms, and better for cows. In fact, the founders of Enjoy Milk have set out to show how free ranging cows and fair contracts with farmers is ‘Better for everyone’.
As Nick Hiscox, founder of the FRMMB and instigator of Enjoy Milk, explains: “Enjoy Milk isn’t just a brand. It’s a campaign. And that’s where we’re going to start. We’ll be using social media and support from trade and consumer press, alongside guerrilla marketing, to grab attention and win universal support from Great British shoppers. It’s consumers’ power to choose differently, to choose better, that will ultimately help us transform the dairy industry from the ground up. With a groundswell of consumer support we can then work with national and online retailers to ensure that every GB household can Enjoy Milk.”
Enjoy Milk is promises to be free ranging – produced only from dairy farms that actively choose a grass grazing system, with their cows grazing outside whenever the season and the weather permits. This means Enjoy Milk really does deliver milk that comes from cows which graze in fields. Not all dairies will promise this, as some source milk from farms where cows are housed all year round. We believe grass-based dairying is best for the environment and allows cows to express their natural grazing behaviour, and we know that consumers prefer it too.
And also, fair dealing – farmers supplying Enjoy Milk will receive a fair price under truly flexible, positive, long term contracts. And with the use of an iconic black top, small independent dairies can maintain their local identity and still benefit from marketing support, which is better for everyone.