John Pal speaks in BBC Breakfast about Morrison’s new milk prices

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John Pal, a senior lecturer in retail at Alliance Manchester Business School appeared on BBC Breakfast on Monday 12h October, discussing the most recent reaction to the milk price debate between dairy farmers and supermarkets.

Customers at Morrison’s can now choose to pay an extra 23 pence for their four pints of milk to support dairy farmers, or pay the regular market price.  John Pal commented on whether this initiative will change consumer behaviour and whether dairy farmers will see a difference.

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