Dairy Group
Summary:
The Region has significant strengths in the Dairy Industry and as a result a North West Dairy Group has been established which is chaired by Mike Gorton of First Milk.
The Dairy Group has involvement from a number of cheese producers, First Milk, Robert Wiseman Dairies, The Dairy Council, Milk Development Council and many more.
At present, the Northwest’s Dairy Group’s prime objective is to:-
“To educate and inform the consumer about Dairy Products and their role as part of a balanced, healthy diet, in order to promote growth within the sector for the North West”.
We have been successful in obtaining funding from the Northwest Regional Development Agency to raise the profile of North West Dairy Products and to inform consumers about the health benefits of Dairy Products. This has resulted in a number of projects
Impact of the Dairy Group:
Co-op / British Dental Health Foundation consisted of two elements where - Consumer Information was distributed to the dentists in the North West via the British Dental Health Foundation and a radio campaign with POS material sending out health messages and raising the profile of NW products to 510 stores. This was linked through National Smile Week. The outcome of this project demonstrated over a 3 month period in the Milk, Cheese, Chilled Deserts, Fats (Yellow and White) and Health and Beauty (Dental) there was an increase of £749,000 revenue growth across all categories during the campaign period. Information was sent to 4,500 dentists in the NW.
Educating Consumers & Trade at the International Cheese Show, Nantwich was partnered with England’s Northwest Fantastic Food Partnership to educate consumers regarding the health benefits of dairy products and to raise the profile of Northwest Dairy Products. Information regarding the Dairy Industry was printed and samples were also distributed. With 32,000 people attended the show a successful outcome of 50 press packs created & distributed.
A pilot study to work with Foundations (training company) which involved educating Deli Counter Staff at Tesco through training deli staff counter personnel to identify how much of an impact this has on sales and also to educate this staff regarding Northwest Dairy Products. As a result of this training with 140 key cold deli staff and management across 50 Tesco Stores during a 10 week period, there has been an increase in sales across 95% of stores that were trained. This equates to a 9.48% rise in sales after a 6 month period.
The Co-op Deli Project Pilot Study- which is based on the Pilot study of the Tesco Project with additions including sampling direct to consumers, information regarding Dairy Products available on Deli Counters, health section to be included in the training and individual promotions on North West Lines. Co-op also experienced a successful outcome from this pilot with the sales on deli’s increasing 2% on the previous year.
The British Cheese Board along with the Women’s Food & Farming Union and W.I. educating consumers via attending a number of consumer shows during the year. This involves product sampling and providing information direct to consumers. A leaflet was created and 33 national shows were attended as a result of this.
A vending Pilot Study for healthy vending (including dairy products) into schools and leisure facilities in Blackpool. There are currently 3 machines in place in schools and a further 3 machines situated in leisure facilities, this project is ongoing and is due to be completed in September 2008.
The next steps for the Dairy Group:
The Regional Economic Strategy prioritises actions to address the regional productivity gap of £13bn in ways which are sustainable, economically and socially inclusive. An action plan will be created which will detail what is required for the Dairy Industry in the North West and the actions, partners that will assist in delivering it.
Actions need to focus on what the drivers are to bring the industry forward and what influences all parts of the supply chain. Food NW has developed links with the Milk Development Council, National Farmers Union, the British Cheese Board and others and it is important that future links are made to build in national projects.
The Northwest Dairy Strategy and Action Plan
A Strategy and Action Plan has been created for the Northwest Dairy Sector. Click here for further information .
Contact Details:
Steven O'Connor
Food Northwest
01928 511011
steven.oconnor@foodnw.co.uk