Scandinavian milk-based ingredient supplier Arla Foods announced recently that it is to tackle the organic market with a new publicity campaign.
The campaign - branded as 'ecology in the new millennium' - aims to increase the sales of organic milk in Denmark and represents the biggest campaign for organic milk ever launched.
According to a report from Invest Denmark, it is the beginning of a new strategy for Arla Foods to promote organic products in Denmark.
"It is important to direct the consumers' attention to organic production now instead of in six months. And it calls for a thorough planned strategy," said Karsten Jeppesen, product manager at Arla Foods Denmark.
The overall trigger for the campaign is the relatively large waste of organic milk in Denmark, continues the report. Of the total production of organic milk in Denmark, only 36 per cent is actually used as organic drinking milk or other organic products like cheese and yoghurt. The rest is sold as conventional milk or other conventional products, despite the fact that the organic producers receive more money than the conventional milk producers.
Organic milk currently takes a 27 per cent slice of the total market for drinking milk in Denmark, making it one of the highest consumers of organic milk in the world.