Co-op Ehime's support for dairy farmers, under the influence of coronavirus

2020.03.31

"Drink milk and support dairy farmers!"
The government of Japan has requested the closure of elementary and junior high schools nationwide from March 2 until spring break in order to combat the new coronavirus infection. As a result, dairy farmers and milk makers are faced with the problem of surplus milk that would have been used as milk for school meals. Many co-ops nationwide are working to promote the sale of the milks to help the affected dairy farmers and makers. Here, we introduce the example of Co-op Ehime, one of the co-ops that are engaged in such activities.

In Ehime Prefecture, where Ehime Co-op operates its business, the public elementary and junior high schools have temporarily been closed from March 4 until the end of spring vacation. As a result, the supply of milk for school meals has been suspended.

Generally, Ehime Prefectural office buys raw milk from the prefecture's dairy farms of about 100 household farmers and produces about 120,000 packs of school milk in 200 ml paper packs every weekday. Those milks are supplied to all public elementary and junior high schools in the prefecture.
A total of about 400 tons of milk would have been supplied to schools in the prefecture from March 4 to 25, but could not be done due to the closure of schools. The alternative choice for suspension of supply of school milk was to turn the milk into raw materials for processing powdered skim milk, butter and others. However, compared to school milk, selling milk as raw material is cheaper and could cause a significant effect on the financial management of the dairy farmers. Therefore in Japan there is a call for increasing milk consumption.
       
With the closure of schools, it is expected that:
① dairy farmers in the prefecture will experience a significant decrease in revenue. 
② there will be a rapid decline in demand for milk and dairy products using milk produced in the prefecture.  
③ there will be issues such as concerns about nutrition and health maintenance of children because school milk had provided nutrition to school children
To help solve the above issues, Co-op Ehime has decided to take the following actions.

Co-op Ehime set up a special corner in their store to sell the school milks.

ehime_milk2.png    ehime_milk1.png
Period: From March 7 to March 25, 2020
Target stores: 5 stores in Matsuyama City. From March 11 it will be extended to all Co-op Ehime stores (13 stores)
Target product: Milk for school meal (200ml per pack) sold at 58 yen (excluding tax).
Number supplied: 1,000 packages at the beginning, 3,000 packages from March 11
On the first day of the sales, March 7, as a result of television coverage and press release in 5 newspapers, the milks got sold out in the morning and on March 8 the milks were sold out in an hour.

This initiative has won recognition of other companies, some of which have requested the co-op to cooperate with them, thus it is expanding the circle of support. 



tags: coronavirus, school milk, support