Britain's dairy producers must redirect their milk supplies into more profitable, premium markets. That's the call from Dairy Industry Federation president John Houliston who has called on suppliers to become "price givers instead of takers". Speaking at the annual lunch of the federation, Houlison said it was crucial that dairy processors and producers should learn to direct their raw material to markets with higher sustainable margins. That meant more vigorous investment in new product development, he said. Houliston said he welcomed the dairy industry's progress to become more market oriented and shed the supply-driven mentality. He added: "While there is excess capacity we will be price takers instead of givers. "Therefore we must wish the whole process of industry consolidation well so there is a proper balance between supply and demand. "Too much milk is going into low price commodity products ­ up to 75%." {{NEWS }}