The Story of the Milk Marketing Board

In 1933, during a worrying time for dairy farmers, the Milk Marketing Board was created to help fix a reasonable minimum price for thousands who were facing financial difficulty: the MMB bought, advertised and sold milk to ensure the continuation of fair prices and stability for farmers. The board were able to act as a buyer of last resort in Britain’s milk market and controlled milk production and distribution through the troubling times.

© Studio Peace / Shutterstock

Using a combination of advertising and sponsorships to promote milk; the Milk Marketing Board was even mentioned in a Monty Python sketch in 1970, demonstrating the broad reach and prominence of the campaigns. Despite some light-hearted and playful campaigns, however, the board was of high importance for dairy farmers at a time when they were struggling – they were offered some welcome relief from the board’s creation.

The board was much needed and provided a necessary break for Britain’s dairy farmers following events that proved problematic for local farming, including the boom in large dairy companies and their grip on the industry. The eventual dissolution of the Milk Marketing Board was the result of the Agriculture Act 1993 – this was the first step in the final dissolution of the board which was finalised in 1994.

Advertising

Possibly the most memorable aspect of the Milk Marketing Board was the string of advertisements and slogans they produced beginning in the 1950s. Some of their most popular campaigns included the slogans “Milk’s gotta lotta bottle”, which was written by the advertising executive Rod Allen; “Drinka pinta milka day”; and the 1980s ad campaign “Accrington Stanley, Who Are They?”. These adverts were most commonly seen on TV but were also seen in print on the sides of milk bottles.

Sponsorships

Another way the Milk Marketing Board went about advertising was by sponsoring events such as sporting competitions. From 1958 to 1993, the MMB is well remembered for sponsoring the Milk Race Tour of Britain cycle race – the 35-year backing made it the longest cycle sponsorship ever in the United Kingdom.

The MMB also went on to sponsor football’s League Cup. This was the first major sponsored trophy in English football and as part of the agreement; they even went as far as to rename the League the Milk Cup for a five-year stint between 1981 and 1986.

Improving milk production

With the MMB dissolved, farmers have continued to struggle in an unregulated market. Dairy farmers continue to face issues as a result of the board being shut down. The downward spiral, as EU milk and cream orders plummeted following Brexit, has left many UK producers almost a fifth down on their revenue. Despite these difficulties, there is still high pressure on the industry. The government does offer some support for small dairy farmers, but there is also growing concern over the treatment of livestock, although products like cow mats can help to keep your cows healthy and improve their quality of life – so, positives for both the farmer and the animals.