Milk council in hunt for marketing chief to spearhead industry drive

The Milk Development Council (MDC) is seeking a marketing director to drive forward marketing of the milk industry and dairy products. It is understood that this is a new position.

The marketing division of the MDC was set up at the end of 2002 to help increase farmers’ income from dairy products by improving links with processors and retailers. It also encourages the development of new products and new categories.

It has been using the Got Milk strapline, which it licensed from the Californian Processor Board, for a generic campaign across England, Scotland and Wales. The MDC is also involved in marketing the industry through the Dairy Council. Alongside the European Union, it provides funding to the council to promote the industry.

Last December, the council announced that it was planning a campaign to encourage 15- to 19-year-old girls to drink more milk. It appointed a youth agency called Castner to handle the project.

The MDC was set up of following the reorganisation of the milk industry in 1994 and is responsible for the overall development of the industry and for handling nutritional issues and educational advice.

It also works to improve the profitability and competitiveness of UK farmers.

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