Milk awareness campaigns in Pakistan


Launch of Dairy Sector Economic Impact Study

In June 2016, Lahore University of Management Sciences (LUMS) launched Professor Abid Amin Burki’s seminal study, ‘Pakistan’s Dairy Sector: Lessons from the Past to Build a Resilient Dairy Industry’, in an event at LUMS where all stakeholders of the dairy sector, including representatives of UHT milk processors, corporate dairy farmers, livestock and dairy experts and renowned members of academia participated.

The study was supported by Tetra Pak Pakistan through a grant funding and technical support, and is a complete analysis of Pakistan’s dairy sector and demonstrates its importance to the economy in which the contribution of livestock to the GDP is approximately 12%, i.e. PKR 3,015 billion.

Tetra Pak and UVAS sign MoU for milk adulteration survey

In May 2016, Tetra Pak Pakistan and the University of Veterinary and Animal Sciences, Lahore signed a memorandum of understanding to jointly conduct a milk adulteration survey.

The milk adulteration survey aimed at promoting the supply of quality pure milk to consumers. Under the MoU, the university through its Centre for Applied Policy and Research in Livestock (CAPRIL) deputed its research students/scholars and provided adulterant kits and refills, pipettes, test tubes, test tube stands and tongs for the survey. Tetra Pak arranged field visits of the team for the survey.

Tetra Pak Pakistan and UVAS join hands to celebrate World Milk Day

In June 2015, Tetra Pak Pakistan and University of Veterinary and Animal Sciences jointly hosted a ceremony at the UVAS campus to mark the 15th World Milk Day in which various aspects of milk and importance of unadulterated milk was highlighted.

World Milk Day was initiated by the Food and Agriculture Organisation of the United Nations in 2001 to celebrate milk consumption; its natural origin and nutritional benefits. Each year, the number of countries participating in World Milk Day has increased to reflect increasing interest in adopting healthier lifestyles. Tetra Pak in Greater Middle East and Africa has been celebrating World Milk Day for the past decade.

On this occasion, Tetra Pak shared its competence on Ultra High Treated (UHT) milk in markets around the world. Tetra Pak has a long tradition of promoting safe packaged milk and supporting stakeholders all over the world to develop and implement awareness campaigns about the nutritional values of milk, and benefits of consuming aseptic packaged milk.

Tetra Pak initiates recycling project with GER

In July 2013, Tetra Pak Pakistan started a Used Beverage cartons (UBCs) recycling project with Green Earth Recycling (GER) to drive recycling step-change in line with Tetra Pak’s global sustainability strategy.

As part of the project, GER collects UBCs from a variety of sources such as households, commercial places, markets, in addition to buying it from waste dealers to meet its monthly recycling target. GER team also picks UBCs from the various production plants of Tetra Pak’s customers and includes it into the recycling stream.

Tetra Pak and PMA collaborate to address malnutrition

In November 2014, Tetra Pak Pakistan and the Pakistan Medical Association (PMA) forged a partnership to identify and highlight the role of milk drinking for alleviating nutritional and health deficiencies in Pakistan. The co-operation aimed to promote milk drinking through public communication through various touch points.

Tetra Pak and PMA conducted various activities, including awareness raising seminars for nutritionists, doctors and other medical professionals across key cities in Pakistan. Visits of doctors to Tetra Pak’s factory for a first-hand experience of UHT aseptic technology and packaging were organised.

Awareness building in the general public was undertaken through radio interviews of health experts. In April 2015, joining hands to address the critical issue of malnutrition, Pakistan Medical Association and Tetra Pak launched the #DrinkMoreMilk campaign to create awareness of benefits linked with drinking milk.

Tetra Pak Pakistan & Nestle launch Safe Milk Movement

In November 2013, Nestlé Pakistan and Tetra Pak Pakistan jointly launched the Pakistan Safe Milk Movement. The aim of the movement was to educate every Pakistani on the importance of consuming milk that is safe. In addition, the movement also intended to give enough awareness to everyone to be able to understand how milk could be unsafe and the subsequent adverse effects on health owing to the consumption of unsafe milk.

School Milk Programme

In January 2011, Tetra Pak partnered with the Pakistan Poverty Alleviation Fund (PPAF) and the National Rural Support Programme (NRSP) to provide milk on a daily basis to over 7,000 primary schoolchildren in 41 schools for children from less privileged background. A key aim of the programme was to improve local health and education levels and increase school enrolment. The programme was credited with providing direct and indirect employment opportunities to more than 50 people and an increase in school enrolment from 5,200 to 7,000 children.

Dairy Hub

Tetra Pak, together with its customers and DeLaval, undertook a project for the sustainable development of the dairy sector in Pakistan. This was the launch of the innovative project, the Dairy Hub, in October 2009. Its key objectives include improving quality, quantity and market access of milk, by creating an efficient value chain to enhance small-holder competitiveness. This initiative has served to formalise and improve dairy infrastructure, and enabled the farmers to have direct contact with processors and consumers.

The Dairy Hub was a one-herd concept, consisting of 20 villages located within a 15 – 20 km radius that organised and developed smallholder farmers’ milk production, which was then collected by the dairy that owned the Dairy Hub. Equipped with facilities for cooling, testing, agri-services and trainings, dairy hubs enabled registered small-holders to supply their milk and access the formal sector. Read more about our dairy development programmes here.

Tetra Pak Pakistan, UVAS and DeLaval sign MoU for manpower training

Tetra Pak Pakistan, DeLaval and the University of Veterinary & Animal Sciences signed a Memorandum of Understanding in February 2009 For capacity building and training of manpower. According to the MOU, the collaborating organisations agreed to conduct training for professionals, farmers and stakeholders on modern dairy farm management for improving quality and quantity of milk. DeLaval and Tetra Pak will assist UVAS dairy farm management degree/diploma students as internees at the farms of their customers; Tetra Pak in collaboration with its international resources will assist UVAS in the development of Dairy Farm Management course.