November – Milk Month

As part of the social campaign "Latvijas Labums" promoting the choice of Latvian products, this year November has been declared MILK MONTH - a time when every resident of Latvia is invited to change their habits and choose from the products available on store shelves, as well as consume more domestic dairy products in their diet.

At the press conference announcing MILK MONTH on November 5, Jānis Endziņš, Chairman of the Board of the Latvian Chamber of Commerce and Industry (LTRK), emphasized that within the framework of the social campaign “Latvijas Labums” (The Good of Latvia), increased attention will be paid to highlighting the products and services of a certain industry every month. November as MILK MONTH with the slogan – “Buy local dairy products!” – begins this tradition.

Jānis Šolks, Chairman of the Board of the Latvian Dairy Farmers' Central Union announcing the campaign's November activity, drew the attention of those present to the seriousness of the situation in the dairy sector: "Before the embargo imposed by Russia on the EU, including Latvian dairy products, the highest milk purchase price in Latvia was 30 cents. Currently, the milk purchase price has dropped to 23 cents per kilogram, which means that the milk purchase price has fallen below the cost price of 27 cents. Milk processors continue to purchase milk, but it is unclear when and at what price they will be able to sell the products. Diversification of export markets continues, as well as the necessary certification to enter the Chinese market, but this is a long-term process..."

Farmer, owner of the farm “Mežacīruļi” Juris Cīrulis pointed out that every crisis, including this one, which is caused by a decline in the purchase price of milk for farmers by 25%, has a positive side – it will end someday! And emphasized that the opportunities created by the crisis must be used: right now – in the darkest month of the year – not by dwelling on sentiment and sipping wine in the evenings, but by being cheerful, strengthening yourself with a glass of milk!

“During Milk Month, we will invite buyers to think about their everyday purchasing decisions and how they affect everyone working in the dairy industry – around 60,000 employees. Currently, the proportion of local dairy product consumption in Latvia is around 70%, and in certain product categories even 50%. In my opinion, this is a rather poor indicator for a country whose dairy farming traditions are older than the country itself, which has its own dairy cow breed – the Latvian Brown, and whose residents call milk white gold! The dairy industry is able to 100% satisfy the desire of every Latvian buyer for fresh, high-quality and tasty dairy products, and this is what we will strive for within the framework of this campaign,” emphasized at the press conference Chairman of the Board of AS Rigas Piena Kombināts (Food Union Group) Normunds Staņēvičs.

Director of AS “Tukuma Piens” Ints Poškus calls on the residents of Latvia, who are targeted by the campaign activities, to remember that without each of the following stages, a dairy product will not end up in their refrigerator, and to be loyal to the work of the milk producer – farmer – milk processor, dairy product trader, by choosing local products!

Noris Krūzītis, Chairman of the Board of the Latvian Food Traders Association emphasized that the social campaign "Latvijas labums" has significantly increased demand for Latvian-made food products in Latvian retail chains. Sales of dairy products in the first two months of the campaign, compared to the same period last year, have increased by 17% - 20%.

Andris Rubīns, head of advertising agency DDB Latvia At the press conference, both the MILK MONTH manifesto, whose central character is the Latvian cow Amata, and a video announcing the campaign's activities were presented. The campaign materials can be found on its website www.latvijaslabums.lv

MILK MONTH is supported by the Latvian Chamber of Commerce and Industry, the Latvian Central Dairy Farmers' Union, FOOD UNION, AS “Tukuma Piens,” AS “Talsu Pienssaimnieks,” AS “Smiltenes Piens,” AS “Cesvaines Piens,” and PKS “Straupe.”

It has already been reported that on August 25 of this year, the Latvian Chamber of Commerce and Industry and partners launched a campaign supporting the choice of products made in Latvia, “Latvijas Labums.”
“Latvijas Labums” is not a short-term campaign. It is long-term thinking. About how, with small everyday choices today, to improve your everyday life and that of Latvia tomorrow.

The campaign “Latvijas Labums” has involved associations of farmers, home producers and entrepreneurs, as well as traders and manufacturers – a total of more than 150 partners. You can find out more about the campaign and its activities on the website www.latvijaslabums.lv; follow the campaign news on Facebook, Twitter and Draugiem.lv

Buy local products to benefit you and Latvia!

VIDEOS: LOOK!

ADVERTISING MATERIALS: HERE!