Avonmore has launched a new range of milk cartons that can play music through your phone as part of its 'farmfulness initiative, aimed at connecting urban dwellers with rural Ireland.

The new feature on the cartons comes as a result of research finding that one in three adults have not visited a farm within the past five years, and one in 10 have never been on a farm.

QR codes

Consumers will be able to play the tunes by using the quick response (QR) code on the pack/carton on their phone.

The three tunes are as follows:

  • A dawn chorus – the sound of soft rain (the first sound heard by the farmer in the morning).
  • A happy herd grazing in lush meadows.
  • The unmistakable sound of the Irish countryside.

    • Brand ambassador

    Avonmore’s brand ambassador Aoibhinn Garrihy commented: “I love what Avonmore have done to bring farmfulness into the hearts and minds of the consumers and right to their kitchen table and I am delighted to be involved in this campaign.”

    Aims of the new initiative

    Senior marketing manager for Avonmore fresh milk June Dowling said: “The average household in Ireland consumes 6.6 litres of milk a week. We want to make a connection between the product and its journey from farm to fridge.

    “The Avonmore 'farmfulness’ on-pack initiative is an effort to connect farm life with families all over Ireland, particularly those living in urban areas," she said.

    Read more

    Kilkenny man wins Hereford Prime farmer of the year

    Dairy markets: New Zealand milk production off to a good start

    Unused BEAM money should go to dairy farmers – ICMSA