The UK’s largest organic milk cooperative is continuing its major consumer awareness drive with another major wave of online and outdoor advertising worth £1.5m, making it the leading promoter of organic dairy products.


The Organic Milk Suppliers Co-operative (OMSCo), which represents the majority of the UK’s organic dairy farmers, will be continuing to urge consumers to ‘wise up’ to organic milk, following the campaign’s great success in 2012.

Commenting on the launch, OMSCo Chief Operating Officer, Richard Hampton, said: “Our campaign continues to significantly increase the number of people who are aware of the wider benefits of organic milk and that organic farmers do things differently. “We want to remind the consumer what they are getting when they buy organic milk.  It’s guaranteed by the organic label.”

Richard Hampton added: “Where we invest to raise awareness of organic benefits, consumers increasingly choose organic dairy products. Since the initial wave of advertising last year, the organic liquid milk market has returned to growth”

The advertisements, which appeared online and on outdoor sites since July, show bottles of organic milk in various states to visually demonstrate the absence of herbicides or GM feed from the product and highlight the animal welfare benefits of organic dairy farming.

The ‘wise up to organic’ campaign is accompanied by a dedicated consumer-facing website and provides a powerful online information resource.

omsco-logoThe campaign has been developed following extensive market research commissioned by OMSCo, which highlights that consumers have real concerns about animal welfare and production methods but that many people simply do not know how organic dairy production is different and what that means for the dairy products they buy.


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