9 OUT OF 10 SWEDES WILLING TO PAY MORE FOR MILK

The Swedish diary cooperative, Milko, today unfolded the result of a consumer survey in the leading daily newspaper, Dagens Nyheter. The survey, conducted by SIFO, shows that most Swedes are actually prepared to pay more for their daily milk. In fact, 88 per cent of respondents are willing to pay one extra Swedish Krona (1 SEK) for one litre milk - if the entire amount was to go directly to the dairy farmers. More than 40 per cent (42) of respondents consider the milk price to be undercharged, while 8 per cent consider it to be overpriced. The result of the consumer poll indicates a strong