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TheMilk Marketing Board was a producer-run productmarketing board,[1] established by theAgricultural Marketing Act 1933 (23 & 24 Geo. 5. c. 31),[2] to controlmilk production and distribution in theUnited Kingdom. It functioned asbuyer of last resort in the milk market in Britain, thereby guaranteeing a minimum price for milk producers. It also participated in the development of milk products, introducingLymeswold cheese. It was based atThames Ditton inSurrey.
From the 1950s onwards, there were several memorableadvertising campaigns by the Milk Marketing Board. Slogans included "full of natural goodness", "is your man getting enough?", "milk's gotta lotta bottle" (written by the advertising executiveRod Allen), and "drinka pinta milka day" designed by the advertising agencyOgilvy.[3] In the 1980s, they ran an advert featuring the line "Accrington Stanley, who are they?".[citation needed]
The campaigns were largely onITV television, but were also printed on the returnablemilk bottles delivered bymilkmen. The Board sponsored theMilk Race Tour of Britain cycle race from 1958 to 1993, at thirty-five years the longest cycle sponsorship ever in the UK. The Board also sponsored theFootball League Cup from 1981 to 1986, during which time it was renamed the Milk Cup.
The board's responsibilities effectively ended, save for residual functions, in April 1994, with deregulation of the milk market in Britain following theAgriculture Act 1993. Its former processing division,Dairy Crest, remains in existence as a subsidiary of the Canadian firmSaputo Inc.[4] The Milk Marketing Board was finally dissolved in January 2002. The Scottish Milk Marketing Board was similarly dissolved in December 2003. Dairy UK is a currenttrade association representing the dairy industry in the United Kingdom.[5]
Milk Marque, a farmers co-operative, also acted as a successor to the Milk Marketing Board.[6]
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