Today I saw for the first time the new advertising campaign by Lion for their “permeate free” milk and I was devastated
The lowest from of advertising is to denigrate some-one else’s product to sell yours and when I saw this add I was embarrassed to be a Dairy Farmers’ supplier. It would appear from the add the “evil” milk is UHT but the media gives me to think its the “No name or House Brand” fresh milk they are referring to.
This is what happened on our farm the day Dairy Farmers milk went permeate free.
We had to put 25,000 litres of our milk down the drain. This was because Lion didn’t have the capacity to pick our milk up. No explanation just a phone call. “Let it all out”
First it was the 5,000 litre vat.
Then it was the 30,000 litre vat.
It was a 24 hour process to ensure it went onto the paddocks as fertiliser and not into our waterways. The look on the staff’s faces when we had to do this was devastating. Thank god the cows didn’t know.
I just shake my head. My social conscience went into overdrive. 1 billion people go hungry every night and we are asked to tip the perfect food cocktail down the drain.
Curious about Permeate then you can read about it in a former blog post I wrote here or find out more by watching this catchy little vid Dairy Farmers have also kindly put together to keep you informed
Its interesting when Permeate burst onto the scene with great fanfare back in 2008 industry reaction was “no comment” Now its “trendy” and it apparently sells milk to talk about it.
By the way I cant find a dairy farmer who knows the “dairy farmer” in the add so it would appear at this stage he is an actor. Somebody please tell me I a wrong as we certainly don’t need people pretending to be dairy farmers as well