However the reality is that the campaign goes back to AHDBs strategic decision last year to do more promotional activity with Dairy UK / The Dairy Council and it has taken this long to get something sorted.
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QVIS basically drives efficiency and is a scoring mechanism, which indicates whether a farm is operating to a satisfactory standard as per the retailers Code of Practice.
At the time I commented it would result in opportunities for the best performing farmers and casualties in terms of the loss of their TSDG contract for the worst performers as Tesco keep the best and shed the worst.
We must be pro-active and not defensive, and influence consumer preferences for British dairy products.
Fortunately, there are plans afoot for a major promotional campaign for dairy.
No doubt the Tesco Dairy Conference on the 22The detail in the recent Old Mill and The Farm Consultancy Group accountants dairy farm incomes report is worthy of a mention, especially the gap between Old Mill and The Farm Consultancy Groups top and bottom 10%, which is massive with the average COP ranging from 20.04ppl to 39.62ppl - a difference of an eye-watering 20ppl!
In addition, the Old Mill and The Farm Consultancy Groups comparable farm profits range from 8.94ppl to -13.06ppl, another eye watering difference of 22ppl.
Almost two years later and 40 (5.7% ) of Tescos worst performing dairy farmers have been served six months notice because their QVIS score falls into the bottom 5%.
Those scoring in the top 5% have been allocated an extra 100,000 litres with the remaining literage to be allocated to a waiting list of new TSDG suppliers including young and/or new entrants.
Its clear the most vocal groups have no desire to engage with the industry or dairy farmers and simply have declared war on the sector.
They have what I would describe as a fairy-tale dream to close down livestock farming irrespective of farming system.
Consequently the whole livestock sector and milk and meat related food industry is their target, and all systems are demonised from large indoor herds to very small extensive herds, from organic to conventional.