March 14, 2021 3:31 pm
Retailers Aldi and Lidl have been criticised for what the Irish Farmers’ Association (IFA) has claimed is their “aggressive and misleading strategy” on milk marketing.
Tim Cullinan, the association’s president, contended: “If [this] continues unchecked, there is a risk of a shortage of milk on shop shelves over the winter months”.
According to Cullinan, the retailers are using what he referred to as “phantom creameries and dairies” in the names of their milk.
The two retailers sell milk under the ‘Coolree Creamery’ and the ‘Clonbawn Irish Dairy’ brands. Yet neither creamery or dairy exits.
“Using these phantom local-sounding dairies and creameries is a marketing sleight-of-hand aimed at convincing consumers that they are buying local,” Cullinan asserted.
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The IFA is calling on Aldi and Lidl not to use phantom local-sounding dairies when branding their fresh milk cartons. \ Philip Doyle
Aldi and Lidl have been criticised by the IFA for an “aggressive and misleading” strategy to drag down the price paid to fresh milk producers.
IFA president Tim Cullinan said left unchecked there was a risk of a shortage of milk on shop shelves over the winter months.
“The two retailers sell milk under the ‘Coolree Creamery’ and the ‘Clonbawn Irish Dairy’ brands. Yet neither creamery or dairy exists. Using these phantom local-sounding dairies and creameries is a marketing sleight-of-hand aimed at convincing consumers that they are buying local,” Cullinan said.