The Irish Farmers’ Association (IFA) has responded to what it calls “legal threats” from Lidl over an advertisement that appeared in national media yesterday (Sunday, March 14).

The advertisement in question was accompanied by a statement from the association yesterday which questioned the marketing strategies for milk used by Lidl and Aldi.

Following the appearance of the advertisement, a spokesperson for Lidl told AgriLand: “Lidl is disappointed to see such a misleading and possibly defamatory advertisement.

All of our milk comes from farmers in the Republic of Ireland, a fact well known to the IFA.

“This issue is being examined by our legal team so we have no further comment at this time,” the Lidl spokesperson said.

The IFA has responded to this statement from Lidl, saying it will “not be intimidated by legal threats”.

IFA president Tim Cullinan said: “Everything in the advert is 100% accurate. Lidl have a label saying ‘Coolree Creamery’ on their milk. There is no such creamery.

“Instead of threats and bluster, Lidl and Aldi should give an immediate commitment to discontinue this labelling strategy and display the names of the actual dairies that supply them on their label,” he added.

The IFA president went on to claim: “In general, retailers are trying to destroy farmer-owned brands by creating their own labels. Suggesting that the milk is produced by creameries and dairies which don’t actually exist is completely misleading and we fully stand over the advert.”