THE current "White Stuff" campaign is under threat because some dairy companies are reluctant to come up with the funding in the future.

Independent quota broker and dairy industry commentator Ian Potter said that, if the present round of milk promotion ended, it would be a disaster for the dairy industry as a whole.

He was speaking at a joint meeting of the Northallerton Holstein Friesian Society and Brompton and District Agricultural Discussion Society at the Sundial Hotel, Northallerton.

In a passionate talk dominated by the need to continue milk promotion, he said that the White Stuff campaign was doing its job of increasing sales and educating consumers about the merits of milk.

The UK milk industry had one of the lowest advertising spends in relation to market size of any food product in the UK. Because of that, and because farmers recognised their long-term future depended on maintaining and increasing milk sales, there was a ground-swell of feeling among farmers that milk promotion was essential.

"I think dairy farmers want their money spent on milk promotion more than anything else right now", he said. "I reckon that, if the White Stuff comes to an end because a processor or processors do not come up with the money, the farmers will, quite rightly, be livid.

"Advertising must be focused, and must be part of an overall plan with a long-term commitment with no one-offs or one-night stands."

He urged all dairy farmers to get involved in milk promotion. "How many dairy farmers are doing their bit to promote milk? How many of you have 'The White Stuff' sticker in your car?" he asked.

Speaking about the quota market, Mr Potter pointed out that he had predicted in August that the market would rise after the end of foot-and-mouth, and it was doing exactly that.

"The quota regime is politically well liked by many member states. The UK Government is about the only one that wants to get rid of them," he said.

"I think the regime will be around until at least 2013, so if you are in dairying for the long term, you need to invest in quota."