Milk Marketing Board

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

Advertising

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". In the 1980s, they ran the "Accrington Stanley, Who Are They?" advert 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 1958-1993, at 35 years making it the longest cycle sponsorship in the UK ever.

The Milk Marketing Board also sponsored the Football League Cup from 1981-1986, renaming it the Milk Cup.

Dissolution

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

The Milk Marketing Board was finally dissolved in 2002. The Scottish Milk Marketing Board was similarly dissolved in 2003. The Milk Marketing Forum acts as a spiritual successor.

References