Sitting eating breakfast this morning, somehow multi-tasking & reading today's copy of the Daily Mail. My bowl of delicious muesli, care of The Side oven Bakery , was suddenly flung across the table followed by mouthfuls of milk, bird seed & me choking violently & turning a brighter shade of purple. OK it's only the Daily Mail, & l know that this newspaper has this effect on New Labour politicians so what had l read to have had such a catastrophic effect on my breakfast.
If you have a copy please turn to page 40. OK are you there? Here before us we have a Full Page Colour advertisement care of Tesco. Product of this every little helps advertising campaign was........Localchoice milk, & l quote
'Lets you support family farms in your region.
Whether you're having tea in Lancs.
Or breakfast in Beds.'
The labels on the bottles have the legend,
'Buying this skimmed, semi, whole milk supports small local farms near where you live'
The announcement concerning this increase in milk price was discussed in length on the CL site flagged up by milkmaid & myself, quoting at length from the press release by DFB.
This advert is at best somewhat selective with the truth, & worse it is misleading Tesco customers into thinking that all milk sold in its stores is purchased from all dairy farmers at a sustainable price & that Tesco is the farmers friend.
Here in East Yorkshire we are not part of the Localchoice milk scheme despite there being small family farms who supply milk to DFB & who desperately need an increase in milk price to a sustainable level. So we will not benefit. l have not been able to get hold of a copy of the supplier contract but l have been reliably informed that the technical categories are extremely difficult to achieve for the small producer.
l would imagine that, as no farms in this area are part of the scheme, my local Tesco will not be stocking this product. If they are.............. l will ask exactly which local farms are doing the supplying, the store will have these details in order to fulfill the 'full traceability' criteria?
And finally, the logo every little helps, as far as l can see helps only one business. Tesco the Corporate Entity.