2010 Trehane Trust scholar - Dairy farmer, Ivegill, Cumbria
DairyCo board member and chairman of its research advisory forum.
Consumer attitudes to milk USA, China, Australia, NZ and India.
“What an opportunity! There’s so much to gain – personally and for the benefit of the industry. It gave me confidence in the UK dairy industry - to invest time and money in for the future.”
Kevin’s aim was to unlock consumers’ views of milk production and share his discoveries with the British dairy industry. From the home market to those further afield, he found that consumers’ knowledge of milk production was limited but they trusted the product. However, this ‘bubble of trust’, created through the supply of a consistently high quality product and a marketing image, could easily be burst should a health scare break, for example.
“Overall though I could see that the UK dairy industry is one of the best in the world technically and from an environmental perspective we are well ahead of the game compared with others. It gave me confidence in the UK dairy industry - to invest time and money in for the future"
Kevin Beaty's full report can be found here: