Categories: Vegetables

Marketing milk

How to do more to promote the benefits of milk to the public – and thereby improve profits all round.

As all farmers know, profit is based on input or production costs plus the desired profit margin or mark-up. This establishes the price at which to sell the product. However, farmers do not always enjoy this privilege, particularly in the case of perishable foods such as milk, fruit and vegetables.

Advertising to promote consumer spending is expensive, particularly on TV. Certainly, there must be a lot of money to be made from floor mops, kitchen gadgets, slimming equipment and women’s hair products, given the number of commercials we’re subjected to. I do not mean to denigrate the efforts of the MPO, Milk SA’s Consumer Education Project or the Nutrition Information Centre at Stellenbosch University (NICUS).

But I feel more funding for milk advertising should be aimed at an educational campaign by the departments of health, education and agriculture. Further funding can, I propose, come from the companies or institutions that deal with farmers. What if these businesses all contributed 0,5% of their turnover towards funding such an advertising campaign?

In January 1999, I put forward this proposal to a large feed company. It wasn’t well received, because there were reservations as to who would be responsible for the administration of the funds. Every eating establishment should have on its tables a small plastic cow with a laminated information leaflet for customers to study, advertising the merits of milk with a slogan such as Why Milk?

The conjugated linoleic acid in milk fats fight off cancer. Calcium and vitamin D prevent osteoporosis. And then there are the many other nutritional benefits in the form of protein, vitamins, minerals, and so on. A campaign such as the one I’m suggesting should increase demand for dairy products and help improve the health of the nation. Fizzy cooldrinks do us no favours and are in any case more expensive than milk.

Acknowledgements: Marian L Kelly, Dale E Bauman and NICUS.


Malcolm Stewart-Burger founded the Society of Master Dairymen and designed the Maxi Milk System. He is currently a part-time consultant to Nutex Feeds and De Heus. Contact him at farmersweekly@caxton.co.za. Please state ‘Milking for profit’ in the subject line of your email.

Share
Published by
Caxton Magazines
Tags: advertisingbenefitcalciumconsumerdairyfarmerfudningmarketmilkmpoproductpromotevegetables

Recent Posts

‘Classic extreme fire conditions’ in Trompsburg inferno

The wildfire that occurred in Trompsburg between 15 and 17 November was a classic example of extreme fire behaviour caused…

13 hours ago

Succession: are you and your farming business ready?

Succession planning of the family farm is often taken for granted as the transition to the next generation is assumed…

14 hours ago

Damara sheep: No environment too tough

Since importing his first Damaras from Namibia in the late 1980s, stud breeder Frank Blumenthal has firmly believed in the…

2 days ago

Court case over expropriation recommendation looming

While Parliament's Joint Constitutional Review Committee (CRC) is preparing its final parliamentary report on the possible amendment of Section 25…

2 days ago

Leafroll virus in vines can be beaten – here’s how

Leafroll virus is a serious threat to South Africa’s viticulture industry: it shortens the lifespan of vineyards and has a…

4 days ago

SA Chardonnay deserves better prices – experts

It was evident at this year’s Chardonnay Celebration, hosted by De Wetshof near Robertson, that Chardonnay had come a long…

4 days ago

This website uses cookies.