In some markets, consumers still buy loose milk that has been poured into plastic bags or used bottles. Studies have repeatedly shown the dangers of drinking such milk, which is usually sold in corner shops or door to door. Contrary to popular belief, loose milk is often contaminated and high in bacteria. Another common misconception is that packed milk contains unhealthy preservatives.
We work in partnership with our customers to raise public awareness of the risks of consuming unprocessed and unpacked milk in uncontrolled conditions and, at the same time, to convey the benefits of packed milk as a healthy source of valuable nutrition. These activities address several of the UN Millennium Development Goals, at the same time as demonstrating how broad cooperation can help improve food safety and develop our business.
Over the past few years, loose milk has started to regain popularity in Turkey. Loose milk is increasingly seen as healthy, and as a natural, organic product. Meanwhile UHT milk has been the subject of negative media coverage, linking it with the use of additives and even some serious health risks. Now Tetra Pak Turkey and Caucasus has launched a wide-ranging initiative aimed at correcting misconceptions and raising awareness of the benefits of UHT milk, by strengthening links with industry associations, supporting customer activities and promoting messages through digital and social media. Recent activities include a roundtable for influential women and bloggers, aimed at spreading positive messages about UHT, and a press visit to a dairy farm organised in partnership with customer ASÜD. We are also putting out eight broadcasts by nutritionists on the Hurriyet digital TV channel. The Süt Hakkında Her Şey website also developed with ASÜD, is a comprehensive source of information on UHT, as is our own uhtsut.com microsite.
In cooperation with health and food authorities, the dairy industry and universities, Tetra Pak is driving awareness through communication campaigns in various different countries. We use multiple channels, such as TV commercials, information in pharmacies and seminars, as well as schools and universities.
With the increased penetration of social media, online communications have started to pay off. The messages focus on the health aspects of milk, the potential hazards associated with loose milk, and the benefits of processed and packaged milk. The main target group is women, as they are most often responsible for the household, cooking and caring for children.
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