A European multi- programme on milk targeting the internal markets in Belgium, Denmark, France, Ireland and the Netherlands.

A European multi-programme on milk targeting the internal markets in Belgium, Denmark, France, Ireland and the Netherlands


The highest standards in terms of food safety, authenticity, quality and taste. Milk is popular and affordable, appreciated by European consumers and deeply anchored in food habits in each of the participating countries. The dairy sector is a major economic actor in Europe with thousands of milk producers and many companies generating thousands of jobs. However, the milk market is today facing a lasting crisis due to a continuing decrease in milk consumption and a deterioration of its image in public opinion.

In order to enhance the competitiveness of European agriculture, the objectives for this action are to reverse the trend by stopping the decrease of consumption of milk and to restore its image by helping consumers to reconnect with milk and spoonable milk products.

The 5 countries are geographically close to each other, but they do not drink milk the same way. The strategy is based on a common approach shared by the 5 countries. The action targets families with young children and young millennial adults pre-children, with a core target aged 20-35 years old, who are a market to win back and who will eventually pass on their eating habits to their children. It includes a set of cost-effective activities designed to reach the target groups: PR and e-PR such as blogger & influencer events, image bank, social media accounts, experiential events and event sponsoring, production of videos and advertising on various platforms. We want to help people rediscover the pleasure of using milk, a tasty and versatile product, focusing on the emotional as well as the rational.

Total budget: € 12 375 000 over 3 years in 5 countries.