Welsh dairy suppliers have launched a campaign to encourage Welsh shoppers to support the country’s dairy industry by buying milk produced and processed in Wales.

Save Welsh Milk is a generic campaign spearheaded by Welsh branded suppliers the Proper Welsh Milk Company and Calon Wen to help stem the Welsh dairy manufacturing decline.

The campaign aimed to highlight the fact that only some ‘Welsh milk’ products containing milk produced in Wales were actually processed in Wales, said Proper Welsh Milk Company director Richard Arnold.

“If all production is lost to the rest of the UK, Welsh dairy farming and all of its associated suppliers and contributors will be lost forever.”

Milk bottles will carry collars and the campaign will be pushed at WI meetings as well as food festivals, where supporting badges and leaflets will be distributed.

Bottles bearing the collars will be sold in Tesco in south Wales and by Nisa franchisees CK Supermarkets and Filco stores. Castell Howell - the biggest foodservice operator in Wales - will also sell bottles, as will wholesaler Bako.