The identity of a powerful force in the rural economy was launched on February 8 and has now embarked on a campaign to sign over 3,000 members before the end of February.
Milk Link is a farmer owned milk co-operative, which will provide collection and support services for its members across nine counties stretching from Cornwall to Kent, selling their milk to regional and national dairy companies - with an estimated turnover in excess of £250 million per annum.
Neil MacFarlane, Operations Director of Milk Link, is adamant that the company will be following a new approach, informed by the experiences of Milk Marque. 'We are customer focused,' he explained. 'We are listening to our customers and asking them what they need in order to run their businesses effectively.
Our aim will be to provide a first class level of service. Together, there is an opportunity to develop our markets.'
Jim Harrison, Milk Link's chairman, stressed the opportunities that are available now to members.
He said: 'Along with working hard to reduce transport and administration costs Milk Link will strive to help diary farmers obtain a better return for their milk.
'1999 was a tough year, the strong pound and a weak demand for milk brought critical financial pressure on the farmers. The future pricing of milk is crucial to their survival and Neil MacFarlane is negotiating as to what level this will be set at. By working with our customers Milk Link will add value to its milk and, by minimising its costs return, the best prices to our members.'
For the immediate future Milk Link aims to have supplies of milk, Farm assured, by March 2001; achieve better value for Channel Island milk; respond to a growing demand for organic milk; and develop communications further, in particular use of the internet and e- mail. Mr MacFarlane concluded: 'Communication with our members is essential and it is one of the key issues to be addressed.
Farmers deserve the best support from their co-operative, and we are determined to prove this.'