AHDB Dairy to focus selling dairy produce abroad in bid for world to 'buy British'

The levy board is investing in the export market for British dairy produce
The levy board is investing in the export market for British dairy produce

AHDB Dairy will focus its attention on increasing export markets for British dairy produce for 2017 through to 2020.

The levy board is investing in the export market for dairy produce because levy payers have expressed the view that the work of AHDB should not only aim to reduce costs of production, but also to increase farm gate prices by targeted promotion on the home and export markets.

Jean-Pierre Garnier, AHDB head of export explained that there has been a 'dearth of promotion' of British dairy products for some time, which has hampered exports, whilst competitors have invested constantly over the years to raise their image on world markets..

Yesterday, Labour’s deputy leader Tom Watson urged the the public to 'buy British' in response to Trump and Brexit.

'Strong and unique selling points'

The aim of the promotion is to create and increase demand for British dairy products.

Mr Garnier said: "There are many strong unique selling points for UK dairy and some favourable perceptions such as: sustainability, ‘green’ farming, high cattle welfare, a wealth of traditions, outstanding quality products, high level of product innovation, safety and more."

"Speaking to international buyers, most are unaware of the British offer – unlike those of our competitors.

"This is due to the lack of marketing and presence on international markets. The example of Switzerland is telling.

Mr Garnier continued: "Swiss cheeses are sold at high prices all over the world following many years of consistent marketing of the Swiss dairy brand. However, the perception of British dairy products is good in countries or territories with strong British links such as Hong Kong or Malta."

Through increased demand, AHDB aim to raise production and eventually prices. Mr Garnier said it will take time before 'tangible results' can be achieved.

The Great British Food Unit in Defra is in charge of export promotion and market access for British food and drink.

AHDB estimate that some € 1.2 billion worth of dairy products was exported from British shores in 2016.

How will the budget be spent?

There’s a three-pronged approach to the spending:Market knowledge, brand/image development and PR; Demonstrating the quality of British dairy products, mainly thorough tastings and information at trade, gastronomy and specialised dairy shows and adding value to exports by working jointly with exporters through trade missions, trade development and lastly, through promotional support with the retail and food service industries.