Fancy a Farmer? Welsh Dairy Co-op Selling Love in the Grocery Aisle

Welsh farmers are giving the term 'pick up a pint' a whole new meaning this St. Dwynwen's Day, the Welsh equivalent of St. Valentine's Day.

A group of single country ladies and gents from the Calon Wen organic dairy co-op are asking shoppers "Fancy a Farmer?" by sticking photographs of themselves on milk cartons with hopes of finding love.

Iwan Jones, director of Calon Wen, came up with the idea after realizing that many of the co-op's "farm families" were single. The 30-year-old is one of the five farmers whose picture will be featured on Calon Wen Organic Milk, whole and semi-skimmed.

The campaign starts January 25^th when St. Dwynwen, the Welsh patron saint of lovers, is celebrated in Wales. It is a joint venture between Calon Wen and the online dating service Pishyn.

Pishyn, which is Welsh slang for gorgeous, is promoting the love seeking farmers on their website. The online dating service has Welsh and English versions where people can "find out more about meeting the farmer of their dreams."

The promotion is also a way for Pishyn to broaden their market and let more people know about their service. The website features the farmers from Calon Wen and others living in the Welsh countryside who are looking for a date.

Mr. Jones' motivation is clear. He says "The Welsh countryside is a great place to live, with stunning scenery, but it can be a hard place to find a date, as I'm finding out! We want to encourage farmers to consider online dating as a fun way of meeting people and though by getting involved we could make it less intimidating."

Mr. Jones' milk bottle lists his hobbies as supporting Wrexham FC (football club in Wales) and listening to music. The "Fancy a Farmer?" promotion gives him a chuckle but he is quick to claim that he's not going to turn attractive women away.

The lighthearted "Fancy a Farmer?" milk carton campaign might touch the hearts of available singles as they peruse the dairy aisle. And once the Calon Wen bachelors and bachelorettes grab their attention it may be hard to resist the promise of a bucolic, peaceful life in the Welsh countryside.

There is substance behind the farmers' wit. Established in 2001, Calon Wen Organic Foods, Ltd, is a secure business venture of entrepreneurial farmers.

They offer a delivery service of fresh organic fruit, vegetables and dairy products that ensures fair prices to farmers, quality products and the well-being of rural communities. The Calon Wen 'ABC Scheme' offers fundraising opportunities for local schools and the chance to bring organic meals to the lunchroom.

Smart, funny and good-looking - who can resist?

Sources:

"Lonely farmers advertise on milk" BBC News, January 24, 2007.

http://www.phisynwales.com/gwefan/?L=cms.calonwen

http://www.calonwen.co.uk