NATIONAL

06 August 2001

A national 'drink organic' campaign was launched today, in an effort to persuade more people to buy British organic milk. The campaign argues that organic milk is good for people, good for cows, and good for the British countryside.

The campaign will highlight the health aspects of organic milk - which is produced without artificial pesticides or cattle feed containing GMOs - as well as stressing the high animal welfare standards and more environment-friendly nature of organic farming. Organisers of the campaign say that a typical family switching to organic milk will be supporting over 1,200 square metres of organic countryside.

The 'drink organic' campaign is being run by OMSCo, the Organic Milk Suppliers Cooperative, the largest group of organic dairy farmers in the UK, whose milk is sold through most supermarkets. OMSCo's milk is found in many leading organic dairy products, including cheese, yoghurts and ice-cream. The farmers are keen to promote their products, following a recent large increase in supplies as more dairy farms have completed their conversion to organic production. The UK is now potentially self-sufficient in organic milk - there is an unexpected surplus for the first time, partially as a result of some supermarkets importing inferior quality continental organic cheese and other dairy products.

OMSCo Chief Executive, Sally Bagenal, herself a dairy farmer, said:
"With more consumers concerned about potentially harmful residues in their food, about animal welfare standards and the destruction of the British countryside, we believe organic milk is an idea whose time has come. Our research tells us many people don't appreciate why organic milk is different - this campaign will put the facts in front of consumers and let them make up their own mind."

The campaign was welcomed by celebrity chef Antony Worrall Thompson: "We already consume too many pesticides. Milk is a wholesome, staple food which we all drink every day, and it is a simple switch that people are being asked to make. The campaign is not asking people to do anything more than choose organic when they are buying milk."

Although organic milk generally costs several pence a pint more than conventional milk, the campaign organisers do not believe this will be a disincentive to consumers. "People will pay more for products which they believe are better for their health and that of their family." said Sally Bagenal. "We believe we are producing a more pure, more natural product, and that many consumers will want to choose it."

Consumer research has shown that health concerns are the chief motivator for the 'organic dabblers' - shoppers who only occasionally buy organic produce.

"The agro-chemical industry admits some 25,000 tonnes of pesticide is sprayed over the British countryside each year." said Sally Bagenal. "According to the Government, 10 years ago 30 million hectares of countryside was sprayed, now it's well over 40 million hectares. Officially, levels in food are within recommended limits, but some experts now question whether these are safe."

"Some consumers want to be able to minimise their exposure to potentially harmful residues - with organic milk, we're offering that choice with a staple food we all enjoy daily."

Organic farming is also now generally accepted by environmental groups and the Government as being better for the environment, helping support increased wildlife including particularly farmland bird numbers - in sharp decline for decades - as well as minimising pollution of water.

ENDS

For further information, contact the “drink organic” team on 0117 922 7799

Editors’ notes:

The Organic Milk Suppliers Co-operative (OMSCo) is the UK's leading organic milk marketing organisation, supplying around 70% of the organic milk produced and sold in the UK.

OMSCo was formed in 1994 by a group of five farming operations in the west of England, including the Duchy of Cornwall Home Farm in Tetbury. It now has over 300 members.

The founders of OMSCo effectively built the organic dairy market in the UK single-handed.

OMSCo is the only national dairy co-operative which only handles organic milk. It is headquartered in Somerset.

More information on OMSco can be found on its web-site: www.organicmilk.co.uk