The Milk Development Council (MDC) and National Farmers Union (NFU) have jointly appointed the national marketing research organisation Measurement for Management Decisions to carry out a study into the potential value of a national generic milk marketing campaign.
The primary purpose of the initiative is to help the MDC and NFU to decide whether to ask the government to amend the MDC remit to permit advertising. If this was the case, ministers would require a poll to gauge support from producers before any change was made.
The impact of generic advertising will be forecast in terms of both volume and value of sales. Estimates will also be given of the spend required to achieve differing measurable targets.