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A supermarket in Cowes will welcome a herd of cows to its car park on Tuesday (November 2nd) to celebrate the launch of a campaign to support local milk.

The livestock will be found in the car park behind the Co-op in the Isle of Wight town, reported iwcp.co.uk, with milk from island cows available for people to sample. The Co-op has organised the event to highlight how it will be selling Isle of Wight milk at several stores.

If the milk is popular, then it could be rolled out to all stores on the island. While the stunt may be fun for people on Isle of Wight holidays to attend, there is a deeper issue underlying it, according to MP Andrew Turner.

He said: “The plight of dairy farmers in the UK is of great concern but even more so on the Isle of Wight due to higher transport costs. I hope residents and visitors alike will choose this new line of milk to support island cows, island farmers and the island’s economy, as well as helping to preserve our unique and beautiful landscape.”

A significant part of the Co-op’s brand image is about being part of the local community, noted marketingweek.co.uk deputy news editor Rosie Baker. Supporting local farmers fits neatly into this strategy.

Ms Baker also pointed that the Co-op is set to change it’s national strapline from “Good with food” to “Here for you for life”.