Part of 3. Questions to the Minister for Environment, Energy and Rural Affairs – in the Senedd at 12:42 pm on 24 June 2020.
Thank you, Angela. You raise a similar point to Llyr, and I suppose I should say that there are always winners and losers when you have these schemes. Unfortunately, there has to be a cut-off point. It's a finite budget; we haven't got huge amounts of funding to play around with. So, the scheme was introduced to support those farmers hardest hit by the exceptional market conditions that, obviously, the diary sector suffered due to COVID-19. It does require farmers to meet the eligibility criteria of a milk price reduction of 25 per cent or more, as you said. That was based on the analysis of the milk buyers who face the highest impact as a result of the crisis. It was also designed in response to decisions that were outside of the control of the dairy farmers, so primarily as a consequence of the actions of the milk buyer.
I think you make a very important point about encouraging more people, in relation to eating and drinking more milk and cheese and dairy products et cetera. You may be aware of the new Agriculture and Horticulture Development Board consumer campaign. That was part-funded by Welsh Government, UK Government and Scottish Government. So, that is primarily aimed at increasing consumer demand for milk by 3 per cent. I'll be able to update Members on the success of that scheme over the next few weeks.