UK – Definitely Devon, the Devon-based dairy co-operative, has won this year’s Most Innovative Business Approach award from the British Milk Industry.

The company was presented with the award at a conference organised by The Plunkett Foundation in association with the Royal Association of British Dairy Farmers (RABDF).

Judges said that Definitely Devon was a superb example of businesses working together to develop a successful marketing campaign. Definitely Devon was created in 2003 in a joint venture between Devon farmer co-operative Torridge Vale and ACC Milk, which was then part of the Co-operative Group.