Mission4Milk is calling on the industry to help promote the nutritional benefits of milk by picking up a free Misson4Milk banner at Dairy-Tech this week.

In partnership with Mole Valley Farmers, Mission4Milk, is giving away 100 banners at the event, reading: ”Are you getting enough?” and “Full Fat Milk? Nope. Just 4% fat”.

Mission4Milk was launched last year by dairy farmer and owner of Hillsgreen rural marketing agency, Andy Venables.

With dairy consumption dropping by a third in the last 30 years, Mr Venables said the idea was to do more to market the health benefits of milk and improve the perception of dairy. This started with a social media campaign, including the ‘Milk Pint Challenge’ where people were challenged to down a pint of milk on camera.

He said: “A glass of milk is packed full of health benefits. The public generally know about calcium, but there are dozens of other vitamins and nutrient that help contribute to a healthy lifestyle, such as iodine, B12 and protein.”

With so many ‘dairy alternatives’ on the shelves, Emily Dawes, agricultural marketing manager at Mole Valley Farmers, said it’s more important than ever to shout about the great work British farmers are doing every day.

She said: “Come and visit the Mission4Milk team on stand P58 in Hall 3 to pick-up your free banner and shout about it on social media using #mission4milk!”