But its up to all of us to get behind it, and give it a good go.
The campaign has kick started on social media right now.
At the time I commented it would result in opportunities for the best performing farmers and casualties in terms of the loss of their TSDG contract for the worst performers as Tesco keep the best and shed the worst.
Almost two years later and 40 (5.7% ) of Tescos worst performing dairy farmers have been served six months notice because their QVIS score falls into the bottom 5%.
I accept it is possible the odd farmer will successfully appeal on temporary grounds, which were beyond their control.
Those who exit will then need to meet Arla, Muller and Red Tractor standards or face being forced to leave the industry.
In fact, on analysis, if a producer scored maximum points in the health index or carbon foot printing it is highly unlikely they would figure in the bottom 5%.
For example, cream was comfortably at 2.95 to 3.00 and is now trading at 2.25, which is still a good price but a 70p plus drop in cream is roughly a 7ppl milk price reduction in income!
has missed the boat and will find further upward price discussions extremely difficult, if not impossible.
It will be a challenge to get our message across with these so called millennials, but we have to start somewhere and now because with half of them supposedly attempting to reduce dairy product consumption if we do nothing this could rise to 60% in ten years time.
The campaign is designed to surprise and excite consumers, in particular to make them re-assess the positive role dairy products play in their diet.