2005 Trehane Trust scholar - Dairy Agricultural Manager, Tesco
Generic Marketing of Milk California USA, New Zealand, Australia, France, Netherlands, Sweden and Denmark
“What seems like a simple study – ‘generic marketing of milk’ – turned out to be very complex with many challenges around the world. It was enlightening for me and for the dairy industry here in the UK to see how a number of countries were tackling these challenges. Trehane opened a lot of doors for me within the industry.”
It became clear to Emma that the generic message to consumers must be positive, clear, easily understood and have a positive impact on dairy product consumption. And whilst different countries have their own nutritional needs, she concluded that the generic global message for milk has to carry an element of pleasure, shifting solely from that of health and nutrition with these elements – that are still important – being introduced at a local level.
“The environment, nutrition and welfare are global challenges that lie ahead for the dairy industry. And consumers are increasingly concerned about food miles with an escalating awareness of provenance. This should give us confidence here in the UK as we have a good story to tell.”
Emma Jones' full report can be found here: