4ppl minimum price increase for Freshways suppliers as they are the first to announce a 44p liquid standard litre price

Freshways are the first UK milk processor to declare a minimum 1^st July farmgate milk price of 44ppl with the aim to increase this to 45ppl by July 1^st depending on the markets in particular the cream price.

No one can fault their ambition and laying a 1^st July marker in the sand at 44p is to be applauded.  But will 44ppl be enough to spark drive and enthusiasm to churn out more milk?