Milk Link hunts agency to push range extension plan

Milk Link, the farmer-owned dairy co-operative, is seeking its first advertising agency to work on a project basis. The co-operative wants to develop as a major producer of milk-based products, and the successful agency will promote this to the public.

The co-operative, which represents 2,400 British dairy farmers, is drawing up a shortlist of undisclosed agencies and says it hopes to make an appointment imminently. The pitch is being handled by the AAR.

Milk Link was set up following the demise of Milk Marque, the successor to the Milk Marketing Board, in 2000. The co-operative handles milk marketing and milk processing to promote and improve the commercial interests of its members and secure long-term stability.

The co-operative wants to build up its processing arm, which makes a range of dairy products such as creams, custard, milk powders and soft cheeses. In December it bought fresh milk processor Newlands Farm Limited to increase its capacity for making branded goods, and is in the process of acquiring Peninsula Milk Processors.

Milk Link produces about ten per cent of the UK’s annual milk demand, and predominantly covers farmers in the south of England, although it does have some member businesses in Scotland.