MILK producers are furious with Devondale television advertisements portraying farmers as "bogans".

In one ad promoting its new cheese the two farmers characters, Dev and Dale, say they no longer have anything to argue about because they like the same cheese - but the father doesn't like Dev's girlfriend, who wears a pink tracksuit and has a small fluffy white dog.

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A long-life milk ad uses the same characters poking fun at Dale's mother-in-law.

Murray Goulburn suppliers, the cooperative behind the Devondale brand, were outraged at their company playing-up a stereotype of farmers.

Timmering supplier Brooke Somerville said it made her disgusted, angry and ashamed to be a supplier.

"In minutes it destroys any progress towards improving the image of dairying that we have worked so hard for over the last 50 years," she said.

"Australian dairy farms are multi-million dollar businesses, but how can we expect to be taken seriously by the Australian consumer - not to mention the rest of the world - when our own company is undermining us in such a way?"

Wooreen supplier Jane Pouw agreed: " I think it's appalling. It's making us look like bogans".

Paul Mundy from Katunga said the dairy industry had spent "tens of thousands of dollars" training people and on promotion to attract the next generation, but these advertisements did nothing to help their image.

United Dairyfarmers' of Victoria president Kerry Callow said the advertisements were "disappointing" and while she understood it was about increasing brand recognition, she questioned if it was possible to achieve this without degrading farmers.

A Murray Goulburn spokeswoman said it had received comments about the ads' farmer image, but the commercials were designed to achieve "consumer cut-through to drive brand recognition and sales volume".

"This strategy is based on humour and the comic characters were designed to be over-the-top so they could not be construed as real representations of our farmers," the spokeswoman said.