THE dairy industry's most controversial farmer "bogans", Dev and Dale, could be removed from TV screens at the end of this month.
The Weekly Times understands Murray Goulburn told a group of suppliers last week the advertisement contract would not be renewed as of November 24.
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However, when contacted this week by The Weekly Times, MG would not confirm this.
"As per our previous advice to shareholders, MG will carefully monitor the response to the adverts," an MG spokeswoman said.
"MG understands the concerns many shareholders have in relation to the adverts and the impact on industry image and we will take this into account as we consider the next advertising phase." The advertisements for the co-operative's cheese and UHT milk, under its new-look flagship brand, have caused division in the dairy community.
The ad agency behind Meat and Livestock Australia's long-term lamb and recent beef campaigns, BMF, said consumers didn't think featuring farmers in TV advertising was a necessity.