The IFA has backed the advertisement it issued focused on the labelling of fresh milk in the German discounters Lidl and Aldi saying it will not be deterred by “legal threats”.
In response to the IFA campaign, a Lidl spokesperson told the Irish Farmers Journal that it was disappointed with the “misleading and possibly defamatory” advertisement. The spokesperson said all its milk came from farmers in the Republic of Ireland, a fact “well-known” to the IFA.
The issue has been referred to Lidl’s legal team for further examination.
IFA president Tim Cullinan said: “We have noted the legal threat from Lidl reported in the media this evening [Sunday]. We will not be intimidated by this.”
Cullinan said everything in the advert published in the Sunday Independent was 100% accurate.
“Lidl have a label saying ‘Coolree Creamery’ on their milk. There is no such creamery.”
He said instead of threats and bluster, Lidl and Aldi should commit to discontinuing their labelling strategy and label milk cartons with the names of the actual dairies that supply them.
Cullinan said in general, retailers were trying to destroy farmer-owned brands by creating their own labels.
“Suggesting that the milk is produced by creameries and dairies which don’t actually exist is completely misleading and we fully stand over the advert,” he concluded.