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A self-initiated project I did in 2013 to tackle the financial problem British dairy farmers faced (are still facing) that resulted in many being forced to go out of business. The trigger was noticing that a chilled bottle of water cost more than milk: a product that costs far more to produce. This threatened the sustainability of British dairy farming, and ultimately, British milk. My solution was to create a national awareness campaign encouraging people to buy milk bearing a new British version of the Fairtrade mark signifying that the farmer has been paid a fair price for his or her milk.