Joe Towers

Lune Valley Diary

Our journey developing ‘barista milk’ in response to tough times

About Joe Towers

Joe returned from Harper Adams university to run the marketing side of the family farming business in 2013. During his degree he spent a year working in the coffee industry, for an exporter in East Africa. Joe is an Entrepreneur in Residence at Lancaster University, sits on the BBC Rural Affairs Committee, he is a former Tesco Future Farmer and sits on their Supplier Network Advisory Panel for Primary Agriculture. As well as developing brands and adding value, Joe has a keen interest in potential tools for managing volatility and has worked for Tesco’s dairy team working on developing dairy industry volatility solutions such as futures markets. Also fascinated in the global nature of dairy markets, he has travelled extensively to China in recent years researching their burgeoning dairy demand.

As a family farm marketing their milk locally that had increased cow numbers, the recent tumult in dairy markets represented an existential threat. Collaboration with a London based coffee entrepreneur turned our fortunes around. It took the vision of someone from outside the industry that wasn’t subject to the industry wide ‘stuck in a rut’ thinking that milk was just milk to help us see the opportunities that exist. Without the pressure and fierce competition in the market it is unlikely we would have invested in innovation and business wouldn’t be as good, which is another interest topic of conversation.

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