Malta has obtained substantial funding from the EU to launch a three-year campaign aimed at boosting milk consumption, which, studies show, is below that in Europe.

According to the latest statistics, in 2007, the Maltese consumed 80.33 litres of milk per capita, over 12 litres below the average EU citizen. In fact, in that same year, the average consumption in the EU stood at 92.6 litres per capita.

Intense lobbying and an action programme submitted jointly by the government, the Milk Producers Cooperative (KPH) and the Malta Dairy Products (MDP) persuaded the European Commission to choose Malta's programme among the 13 entitled to receive EU funds to promote milk products.

The awareness campaign will cost €663,000, with the EU forking out €316,000 and the rest coming out of public coffers and those of the two milk organisations involved in the project.

A spokesman for Malta's Permanent Representation in Brussels said the programme would first aim at raising general awareness on the natural health benefits of milk, establishing milk as a healthy part of one's daily life. The campaign would then focus on children, promoting a more active lifestyle with fitness activities and a better diet.

"There will be special focus on the obesity crisis, promoting the fact that milk, together with a more active lifestyle, can help address obesity issues and prevent illness later on in life.

Through children, the campaign will also attempt to target parents, encouraging them to include their offspring in fitness and sports initiatives and to consume a healthier diet regularly," the spokesman said.