A Milk for All campaign is being launched in Thailand to encourage increased consumption of milk.

Currently the average annual per capita consumption of milk stands at just 10.46kg, and supply far outstrips demand. The ministry of agriculture and milk producers are launching the campaign together, in a bid to solve the problem of oversupply.

Nestlé Thailand, Foremost and Dutch Mill are among the companies involved in the ambitious project, which eventually aims to hike average annual per capita consumption to 73-91kg per year.

Thailand’s Food and Drug Administration is certifying all the milk products sold as part of the project, reported the Thai News Service.