A new ’free range’ milk campaign has been launched to increase the ‘transparency’ of milk marketing
The Enjoy Milk campaign has been launched to meet consumer demand for outdoor grazed, British milk.
There will be no minimum amount of days for the cows to be grazed outside, but will rely on cows to be outside when possible.
86 per cent of consumers said they would prefer milk from cows which graze outside in a YouGov poll.
Rob Ward from Enjoy Milk said it was about ‘free ranging, fair trading, 100 per cent British’. milk.
“It is not a welfare issue,” he said.
“Consumers believe they are getting something they are not.”
He said consumers were unaware how much milk they purchased came from indoor systems and he wanted people to be ‘more accountable’.
“We are not here to knock indoor guys. It is about choice,” he said.