MPO

Market protection and promotion

In order for milk producers to produce milk profitably, the playing field must be level. That is why the MPO regards market protection as a priority.

The MPO protects the milk producer’s market by:

Negotiating for the best possible import tariffs in forums such as advisory committees, the department of agriculture, forestry and fisheries’ Agricultural Trade Forum, and the International Trade Administration Commission (Itac). It can protect the producer price by approximately 45 cents per litre.
Continuously identifying and acting against irregularities relating to the volumes and prices of all imported shipments of dairy products.
Protecting the market against the disruptive effect of dairy products which are imported at abnormally low prices by way of customs fraud.
Preventing imported substandard products from damaging the image of dairy products, causing a decline in consumption. These products are removed from the trade.
Promoting exports by way of the MPO’s export advisory service and the task team for export certification.
Promoting the image of the milk producer.
Launching initiatives such as national School Milk Day and creating awareness within government regarding the importance of dairy as part of a balanced diet for children.
Doing strategic generic promotion of dairy products in conjunction with other role players to promote competition.