§ 20. Mr. Willeyasked the Minister of Agriculture, Fisheries and Food what factors have caused the fall in consumption of full price fresh milk by 1.5 million gallons in January compared with January, 1956.
Mr. AmorySales of full price milk in January, 1957, were 1.3 million gallons below last year's level. The change in the price and the warmer weather may have been contributory causes, but it is impossible to be precise about the factors which resulted in the fall which is only about 1 per cent.
§ Mr. WilleyIs the Minister further aware that the fall, compared with 1951, is 4 million gallons, and that this is a shocking reflection on the price policy of his Department?
Mr. AmoryNo. I think that the main reason for that is that the variety and quality of foodstuffs now available to the public are very different from what they were in the grim days of 1951.
§ Mr. HurdCan my right hon. Friend bring this information up to date by giving us an indication of the comparative milk sales in February, to show that this January fall was merely a temporary one?
§ Mr. ChetwyndIn view of the intensified publicity campaign to "Drink More Milk", is it not rather disappointing that this fall should have occurred at a time when we should have expected an increase, and has not the price a lot to do with that?
Mr. AmoryPrice has certainly something to do with it, I agree. I am very anxious that everything possible should be done to stimulate the consumption of liquid milk, because I do not think that we have yet reached anywhere near our desirable ceiling.
§ Mr. WilleyIs the right hon. Gentleman aware that nothing can stimulate increased consumption less than deliberately increasing the retail price?
Mr. AmoryThe hon. Gentleman knows, because I have explained it in this House on several occasions, that this decision was reached on the general economic grounds of the undesirability of subsidising the whole nation with general food subsidies.