UK – Research released on Monday reveals that 84% of UK consumers would be prepared to pay up to 9p (0.13 Euro) more for each litre of milk.

According to the report, the consumers would pay more for milk if they knew extra cash was going to milk producers rather than processors and retailers. The survey, conducted on behalf of the National Farmers’ Union (NFU), concluded that 40% of people do not know how much they pay for their milk.

UK farmers receive the lowest prices in Europe for their milk, and figures suggest that in 2000, 8% of the country’s dairy farmers quit the industry. According to the NFU, the average price paid to UK dairy producers is 0.25 Euro. The EU’s target price for the UK milk price is 0.34 Euro.

The study was conducted by Taylor Nelson Sofres on behalf of the NFU.