Farmers Union of Wales and the Scarlets Rugby team have joined forces in promoting dairy to children at the Royal Welsh Show.
Both have been handing out free milk drinks to children in a bid to promote the benefits of milk and to raise awareness of the importance of supporting the Welsh dairy industry.
Handing out free milk drinks to children, FUW Dairy Spokesperson Eifion Huws said: "Milk and dairy products have an important part to play in our daily diet.
"They provide an important source of protein and calcium and contain essential vitamins and minerals, all of which are needed for a balanced diet.
"Indeed, the exclusion of dairy products from the ‘sugar tax’ demonstrates the role such products play in a healthy diet.
"In addition, with an increasing amount of research into milk as a recovery and re-hydration aid for athletes, there is a growing body of evidence suggesting milk may be just as effective in these areas as some sports drinks," commented Eifion Huws.
Dairy producers in Wales need 'urgent' support
However, despite the recognised benefits of milk and dairy products in a balanced diet, dairy producers in Wales remain in need of urgent support.
"In the absence of moves which ensure markets provide sufficient income for dairy farm businesses we have to ensure that support is maintained for our sectors at levels which do not compromise either family farms or rural economies.
"The decision to leave the European Union means that agriculture and domestic food production needs to be given priority during all trade negotiations with other countries and trading blocks now and post-Brexit and that most certainly is critical to the survival of the our Welsh dairy industry.
"In light of the continuing dairy crisis it is essential that robust steps are taken to ensure supermarkets and other private sector bodies support domestic dairy producers.
"They should not act in a way which undermines our UK dairy food production or the viability of our agricultural sectors in general," added Eifion Huws.
