A multi-country programme with Denmark, France and Ireland on Eating Sustainably with Milk

2026-07-22

"This 2-year action is submitted by the dairy organisations of the Danish, French and Irish Member States, coordinated by EMF (European Milk Forum). 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 & Farm to Fork strategy & intends to contribute to achieve the Union objectives. 50% of citizens in DK, FR and IE consider that the production industry & consumers are responsible for creating a more sustainable future. 40% of them consider they are well informed about sustainability, 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 role in delivering on Union objectives on climate change and informing consumers on how milk products are valid choices within a sustainable and healthy diet. We propose a Union message of ""Together on sustainable eating with milk in Europe"". Our strategy consists in aligning three 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. Costeffectiveness is the criteria used to select our activities - influencer, PR & social media activations, communication tools production, advertising & events. In particular, the media buying activities are based on best cost per contact, which varies from ➢❪¬0,02 to 0,04, allowing the widest dissemination to consumers on Union objectives to accelerate change towards an environmentally friendly food system. Budget: €5.3M, 2 yrs."

France, Denmark, Ireland

2025-12-15