Dairy farmers will spend time with top British athletes to encourage consumers to buy dairy as part a programme by Muller.
The dairy giant has published details of its ‘Next Generation’ programme for 25 Müller Direct farmers.
It has confirmed that it will include spending time with elite athletes, as part of the company’s status as Official Supporter of British Athletics and Athletics Ireland.
Müller has branding and activation rights for seven major athletics events in 2018 and 2019 and is working with brand ambassadors, which include, Adam Gemili and Dina Asher-Smith, on activity that brings inspiration to the dairy aisle.
The farmers will spend time with athletes, who will pass on their knowledge and experience of learning from setbacks, single-mindedness, resilience and a desire to succeed.
Müller Direct Next Generation is a programme designed to develop and enhance the skills of the next generation of Müller Direct farmers in Britain.
The programme comprises a series of two day workshops held in different locations around the country and is aimed at individuals within dairy farming who are driven to progress and focus on their own professional development.
Rob Hutchison Müller Milk Supply Director said: “We believe that our Müller Direct Next Generation group has the potential to be Britain’s elite dairy farmers in the future so we feel that there is a real benefit in offering them the opportunity to meet and learn from today’s elite athletes.
“Equally we know that our Müller ambassador athletes have a real interest in understanding where their food comes from and how the Müller dairy products which they enjoy are made. It’s a great opportunity to have a meeting of the minds.”
Source: Farming UK