Conscious consumption

Conscious

consumption

Whether dairy-based or plant-based, when it comes to the milk you use it’s important to promote the qualities and characteristics of each to your customers for a variety of reasons.

STRAIGHT FROM THE FARM

“When it comes to all dairy products quality, sustainability, traceability and provenance are becoming increasingly important to today’s more socially aware consumer. You only have to witness the fast growth of farmer led, fresh milk vending machines to see how consumers are taking to the idea of fresh, high quality milk, straight from the farm,” says David Ashton, UK sales and marketing manager at Jersey Dairy (https://jerseydairy.com/).

“Customers eating out of the home like their foods to be natural and wholesome, made with respect for any animals involved in the production and for the environment. Milk is no exception, and as well as being attractive to the consumer, quality milk is fundamental to the quality of the coffee, milkshake, ice cream or other milk-based products that a café or coffee shop might offer.

“In dairy, as in every other food sector, there is no one size fits all. Some dairies have made big advances in terms of animal welfare, care for the environment and quality of product, and these values are attractive to customers who want to be socially responsible.

“The Jersey Dairy for example, is the first dairy in the world to be awarded a LEAF marque which is the gold standard recognition for sustainable farming. LEAF recognises high standards of environmental care including more sustainable soil and water management, enhanced energy efficiency, improved biodiversity and landscape management, optimal animal health and welfare and stronger community connections.

“It is a farmer led co-operative established for over 250 years, and we like to feel that it is leading the way when it comes to the production of milk and dairy products in a modern, sustainable and kinder way. These attributes help to give operators and customers confidence when it comes to choosing a milk-based drink or dish.”

COMMUNICATING VALUES

Many outlets talk about the provenance of their meat, condiments, vegetables and cheeses, but forget to boast about the quality of their milk, feel the company, who urge the sector as a whole not to let dairy be the poor

relation when it comes to letting your customers know where it comes from and why it is so special.

Talk about the quality, environmental credentials and health benefits of the milk and other dairy products you use in the same way that you would talk about the provenance of other products on the menu, they propose.

“Milk has traditionally been considered good for you, and real dairy milk does bring lots of benefits in the form of essential minerals and vitamins. However, some milk brings more benefits than others, due to the way in which the cows are farmed and to the breed of the cows,” adds David Ashton.

“Milk produced by the pedigree Jersey cows at the Jersey Dairy, for instance, is of a different quality and make up to that produced by other breeds of cow. The pure Jersey milk contains on average 5.3% butterfat and has up to 20% more calcium and protein than other milks which is good for bones and the teeth. “It also has a higher level of vitamins and minerals including lots of B vitamins which support healthy brain function and cell metabolism, and can boost the immune system. Importantly, the milk contains mostly A2 protein which is easier on the digestive system and can be beneficial for anyone who is lactose intolerant.”

The company’s range of products also features a soft ice cream mix for use in ice cream machines. Their Jersey Luxury represents the crèmede la- crème of vanilla ice-creams, they claim, as it is mixed entirely from premium cream and milk straight from their Jersey cows, and is therefore characterised by being smooth, rich and satisfying. This is the perfect ice-cream to serve as a star stand-alone dessert or beside a beautifully crafted tart, warm pudding, cake or cookie, they suggest.

Their Jersey Gold is also made from real Jersey milk with added vegetable fats. Still a premium product, it is not quite as rich as Jersey Luxury, this making it ideal for layering in sundaes, they advise.

PLANT-BASED OPTION

“The growth of plant-based food and drink has been phenomenal and continues apace across the retail and foodservice sectors. Whether in coffee shops, cafés or any other area of foodservice, the demand for nondairy endures,” says Rebecca Rayner, director of Glebe Farm Foods (www. glebefarmfoods.co.uk).

“As with all food and drink, taste is the ultimate decider of success but conscious consumption is also an important driver of the flexitarian diet. Mintel’s Global Food & Drink Trends 2030 outlines the trend ‘Change, Incorporated’ as one of their top three for the ‘global food, drink, and foodservice industries to act upon in the next 10 years.’

“As Mintel report, ‘successful companies will be those that improve the health of the planet and its population. Consumers will further prioritise plants in their diets, now with the planet’s health in mind as much as their own.’ It’s important for operators to continue to focus on using ingredients that deliver on taste and have an environmental consciousness. Added to this is a desire to support local businesses, something we have particularly seen over the lockdown. Products such as Glebe Farm Foods’ PureOaty, for instance, have experienced a surge in sales as they tick all boxes when it comes to plant-based, environmentally aware and made locally (on the farm in Cambridgeshire).”

Ticking further boxes with consumers, PureOaty is gluten free and currently the only oat drink on the market that is produced using exclusively British gluten free oats, claim the company. Made using only four natural ingredients - British gluten free oats, water, sunflower oil and salt – it also contains no added sugar and never, ever comes from concentrate, emphasise the brand. Unlike many oat drinks which are made from a concentrated oat syrup base, they point out, PureOaty only uses pure, wholegrain British oats.

“We have also recently launched three additional non-dairy options to give foodservice professionals a full range of four, high quality, not from concentrate, plant-based milk alternatives,” adds Rebecca Rayner.

“The new dairy-free choices of Almond, Coconut and Soya have been introduced in response to growing customer demand and, like PureOaty, follow Glebe Farm’s ethos of minimal, uncomplicated not from concentrate ingredients which don’t compromise on taste, texture and performance.

“The new range is a good plantbased option for any day part, whether pouring over cereal or as an ingredient in dairy-free baking. As morning coffees are a key selling period for cafés and coffee shops, when steamed on the wand, we also feel that PureOaty, Almond, Coconut and Soya are reliable alternatives to dairy, as they stretch to create a silky micro-foam that doesn’t split or curdle when added to espresso.”