A multi-country programme with Denmark and France addressing how milk production and consumption can be part of sustainable diets and their contribution to a more sustainable food system.

This 2-year action is submitted by the dairy organisations of the Danish and French Member States, coordinated by Cniel (French Dairy Interbranch Organisation). The Union dairy sector is the 2nd biggest agricultural sector in output value and number of jobs & plays a major economic role. The sector is conscious of its responsibilities & has committed for years to reduce its impact on climate change and the protection of the planet. It has already improved its methods & is still continuously mitigating its efforts. The dairy sector fully aligns with the ambitious objectives of the EU Green Deal strategy & intends to contribute to achieve the Union objectives. 55% of citizens in DK and FR consider that the dairy sector can help feed the world in a sustainable way. On average 50% of them feel informed on milk and its characteristics in terms of health and sustainability, and 57% would like to be more informed so there is still room for improvement. The proposed action targets consumers, directly & via KOL/influencers, & aims at educating consumers on sustainable eating, increasing awareness about dairy’s production system and informing consumers on how milk products are valid choices within a sustainable and healthy diet. The action will also target dairy stakeholder through communication tools and a common event organised jointly by the 2 organisations. Our strategy consists in aligning two different Members States joining forces, communicating in a simple way on a complicated concept, and assessing consumer perceptions to identify barriers, drivers & interest for a sustainable, healthy diet. Cost-effectiveness is the criteria used to select our activities: influence, PR, advertising, communication tools production & events. Budget: €3.9M - 2 years.