It is hard to see the reason why the VFF has thrown its lot in with Coles to promote the sale of a farmers’ brand of milk. Seems the VFF did so without informing its commodity group the UDV. The money is tagged to head to dairy farmers who are looking for a $20,000 grant. The whole episode is a puerile attempt by Coles to be seen as the good guys. It must be said again and again that the returns from liquid milk sales are not a factor in the market downturn. If consumers want to boost returns then they should stock up on cheese, yoghurt and dairy desserts.
The greatest news of the week was the step up in returns by Murray Goulburn. Whilst the lift was modest, it shows the dairy giant still has kick and that is desperately needed across the industry. The Murray Goulburn situation is reminiscent of Qantas, which nearly fell to the fate of oblivion, but with a focused board and leadership, it is as they say up, up and away.