Milk Marketing Board
Encyclopedia
The Milk Marketing Board was a government agency
established in 1933 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
.'
s 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".
The campaigns were largely on ITV
television, but were also printed on the returnable milk bottle
s 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.
, 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.
Government agency
A government or state agency is a permanent or semi-permanent organization in the machinery of government that is responsible for the oversight and administration of specific functions, such as an intelligence agency. There is a notable variety of agency types...
established in 1933 to control milk
Milk
Milk is a white liquid produced by the mammary glands of mammals. It is the primary source of nutrition for young mammals before they are able to digest other types of food. Early-lactation milk contains colostrum, which carries the mother's antibodies to the baby and can reduce the risk of many...
production and distribution in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
. 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
Lymeswold cheese
Lymeswold cheese was an English cheese variety. Many English cheeses are named after regions but Lymeswold was not, although it may have been derived from the place name Wymeswold. The cheese was a soft, mild blue cheese with an edible white rind, much like Brie, and was inspired by French cheeses....
.'
Advertising
From the 1950s onwards there were several memorable advertising campaignAdvertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
s 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
Rod Allen (advertising executive)
Roderick Howard Allen was a British advertising executive who wrote many well known advertising slogans and jingles used in the United Kingdom. He was nicknamed the "jingle king"....
), and "drinka pinta milka day".
The campaigns were largely on ITV
ITV
ITV is the major commercial public service TV network in the United Kingdom. Launched in 1955 under the auspices of the Independent Television Authority to provide competition to the BBC, it is also the oldest commercial network in the UK...
television, but were also printed on the returnable milk bottle
Milk bottle
Milk bottles are bottles used for milk. They may be reusable glass bottles used mainly for doorstep delivery of fresh milk by milkmen. Customers are expected to rinse the empty bottles and leave on the doorstep for collection...
s delivered by milkmen
Milkman
A milkman is a person, traditionally male, who delivers milk in milk bottles or cartons. Milk deliveries frequently occur in the morning and it is not uncommon for milkmen to deliver products other than milk such as eggs, cream, cheese, butter, yogurt or soft drinks...
.
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
Football League Cup
The Football League Cup, commonly known as the League Cup or, from current sponsorship, the Carling Cup, is an English association football competition. Like the FA Cup, it is played on a knockout basis...
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 CrestDairy Crest
Dairy Crest Group plc is a major dairy products company in the United Kingdom. Its brands include Cathedral City Cheddar cheese, Utterly Butterly, Vitalite, Clover, St Ivel and Frijj. The company delivers milk to around 1.1 million households via their milkmen...
, 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.