A healthy dairy message crowned in Austria

Austria’s dairy sector is to launch a €6 million three-year promotion based on the health aspects of milk and milk products in the diet. The new project, entitled “Krönender Genuss” (Crowning enjoyment) is to be financed half by the Austrian government and half from Brussels under the EU co-financing scheme for marketing, advertising and information campaigns covering home-produced agricultural products. The award from the EU is actually the third in a row to be given to similar Austrian projects masterminded by the sector’s highly-successful umbrella organisation Agrarmarkt Austria (AMA).

Dr Peter Hedinger, AMA marketing manager for milk and milk products, says the financial support is to be spent on multi-media campaigns emphasising the quality and safety of products carrying the AMA certificate of excellence, as well as their nutritional value.