Milk Marketing Board

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The Milk Marketing Board was a producer run product marketing board,[1] established by the Agricultural Marketing Act in 1933[2] to control milk production and distribution in the United Kingdom. It functioned as buyer of last resort in the milk market in Britain, thereby guaranteeing a minimum price for milk producers. It also participated in the development of milk products, introducing 'Lymeswold cheese.'

Advertising[edit]

From the 1950s onwards, there were several memorable advertising campaigns by the Milk Marketing Board. Slogans included "full of natural goodness", "is your man getting enough?", "milk's gotta lotta bottle" (written by the advertising executive Rod Allen), and "drinka pinta milka day" designed by the advertising agency Ogilvy.[3] In the 1980s, they ran the advert "Accrington Stanley, Who Are They?", which was widely praised.

The campaigns were largely on ITV television, but were also printed on the returnable milk bottles delivered by milkmen. The Milk Marketing Board sponsored the Milk Race Tour of Britain cycle race from 1958 to 1993, at thirty five years, making it the longest cycle sponsorship ever in the United Kingdom. The Milk Marketing Board also sponsored the Football League Cup from 1981 to 1986, renaming it the Milk Cup.

Dissolution[edit]

The Board's responsibilities effectively ended, save for residual functions, in April 1994, with deregulation of the milk market in Britain following the Agriculture Act 1993. Its former processing division, Dairy Crest, survives to this day as an independent company.[4]

The Milk Marketing Board was finally dissolved in January 2002. The Scottish Milk Marketing Board was similarly dissolved in December 2003. The British Milk Council acts as a spiritual successor.

References[edit]

  1. ^ Dairy Crest website (History). Retrieved 30 June 2015.
  2. ^ Agricultural Marketing Act 1933 (Hansard). Retrieved 30 June 2015.
  3. ^ "Former Ogilvy & Mather chief Archie Pitcher dies" Campaign February 10, 2017. Retrieved 12 November 2018.
  4. ^ "Cream for UK farmers: Dairy Crest flotation pencilled in for early 1994 promises about pounds 8,000 each in share windfall". www.independent.co.uk. 13 June 1993. Retrieved 8 August 2018.