UK Dairy Roadmap and consumer sustainability campaign

On this week’s podcast, following our usual update from Chris Walkland, Will and Ben are joined by Ash Amirahmadi, in his role as Chair of Dairy UK and John Allen, Kite’s Managing Partner to discuss the new ‘It’s what we’re made of’ campaign that Dairy UK have launched to highlight the sustainability improvements achieved through the UK Dairy Roadmap. Ash outlines the background to the campaign, who they are trying to reach and why the target consumer audience was chosen. Ash and John discuss why collaboration is important to help the industry move forward and how we should highlight the positive progress so far both at farm and processor level in terms of sustainability. They also discuss the importance of sharing these messages with policy makers, highlighting the progress made by the dairy sector, with the hope of gaining the government's support.