THE public is to be encouraged to drink more milk in the Royal Agricultural Society of England's new feature at the Royal Show.

The Milk Development Council says UK milk consumption per person has declined by more than 10pc in the last decade.

The Royal Show's "Dairy Chain" exhibit, an artist's impression of which is seen, left, will be the exhibition's first full-scale livestock food chain.

More than 40 organisations have joined forces to tell the public about milk production and the health benefits associated with a balanced diet. The feature will cover more than an acre of land adjacent to the grand ring and will show how milk is a nutritious wholesome product, while championing British standards of quality, technology and animal welfare.

Claire Moreton, RASE exhibit co-ordinator is especially concerned that families should visit the feature. "Children between one and 13 years are recommended by dieticians to consume three portions of dairy products every day," she said. "People need to understand the importance of quality dairy products as part of a healthy diet."

Organisations supporting the Dairy Chain include Dairy Crest, which will provide samples of some of their leading brands.

Shufflebottom, the steel-frame building manufacturer, is to erect a 450sq m livestock building housing dairy cows, calves, sheep, goats and buffalo.

Keenan will cover all aspects of feeding and Assured Food Standards will explain the high standards of animal welfare, environmental stewardship and quality behind the British Farming Standard and the little red tractor logo.

This year's takes place at Stoneleigh Park, Warwickshire, from July 4-7.