Dairy UK has announced that the Proud of Dairy campaign it launched two years ago is to be expanded into a wider-ranging industry facing initiative, which it will said bill be supported across the dairy industry by leading figures and organisations.

The new Proud of Dairy Campaign will feature:-

-a re-vamped proudofdairy.com website

- the recruitment of industry ambassadors

- the creation of industry „pledge partners‟

- a key media partner

DairyCo will be joining Dairy UK, playing a key organisational and administrative role in the campaign. Jim Begg, Director General of Dairy UK, said, “The development of Proud of Dairy is good news for everyone in the industry. It is a great flag for us all to rally round and I’m delighted that DairyCo and other organisations are to get more heavily involved.

“The UK dairy industry has a huge amount to be proud of – and it is vitally important that we all demonstrate that pride as visibly as possible.”

As well as the proudofdairy.com website, which will be the campaign hub, Dairy UK said organisations from across the industry could become ‘Pledge Partners’ and suggest ways in which their own customers / stakeholders can pledge to be ‘proud of dairy’ (over and above signing up to the key messages)

At the Dairy Event, industry representatives at the Dairy UK stand will appeal for farmers and other individuals to sign up for the campaign and be photographed holding a branded glass of milk. Farmers will be photographed signing the pledge board on the DairyCo stand. Names, pictures and supportive comments of all „pledgers‟ will then be uploaded to the proudofdairy.com website throughout the Event.