Corporate PR & CSR - First Milk
Objectives:
- Strategic communication planning for the UK's largest and most ambitious farmer owned dairy business to create a new UK dairy industry leader.
- Establishing a reputation among all stakeholder groups, as a credible dairy operation with experienced, commercial directors , to support a strategy of vertical integration through mergers and acquisitions.
Programme:
- Commence building reputation in the fragmented and dissonant dairy industry.
- Identify issues - take THOUGHT LEADERSHIP.
- Identify developments and investments where First Milk can take DEED LEADERSHIP.
- Influence all stakeholder groups:
- Banks, financial institutions and City analysts.
- Government and regulatory authorities (principally OFT).
- First Milk's 2,600 dairy farmer members.
- The wider dairy industry including trade and farming bodies - Dairy Council, Dairy UK, DairyCo, NFU.
- First Milk staff.
- The media.
- Commissioned series of reports from Promar International to support vertical integration strategy
- Farmer-Owned Businesses - a Recipe for Success?
- A study into the current international dairy market, future demand trends and impacts on the UK.
- The Real Price of Milk.
Results:
- Reports used to influence all stakeholder groups: members and wider dairy industry, government and OFT and media.
- Successfully paved the way for acquisition of Dairy Crest cheese processing facilities (2006) and renegotiation of cheese prices with retailers (2007/8).
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