Local Milk Campaign Aims to Boost Rio Grande do Sul Economy
The Federation of Associations of Municipalities of Rio Grande do Sul (Famurs) has initiated a campaign to enhance the consumption of locally produced milk. With 453 municipalities engaged in dairy production, the initiative seeks to strengthen the economic and social fabric of the region, impacting thousands of rural families.
According to Ique Vedovato, president of Famurs and mayor of Imbé, the campaign emphasizes the potential impact of local government purchasing decisions on increasing farmers' income and invigorating the regional economy. Famurs has distributed promotional materials to municipalities, encouraging them to share the campaign on social media platforms, tagging the official Famurs profile.
The campaign primarily benefits dairy producers, particularly those involved in family farming. Increased local demand is expected to raise the farm gate price and provide greater commercial predictability. This could also lead to higher volumes processed by cooperatives and dairy industries, including fluid milk, cheese, yogurt, and milk powder, thereby strengthening the sector's installed capacity within the state.
The initiative also impacts transportation and logistics, with an increased flow of raw milk and dairy products between farms, industries, and distribution points. Retailers, including supermarkets and bakeries, are positioned to boost sales of state products if institutional preference for such goods solidifies.
A significant aspect of the campaign is its alignment with the ongoing tax reform in Brazil. As explained by Famurs' technical advisor, Ismael Horbach, the replacement of ICMS and ISS with the IBS (Impuesto sobre Bens e Serviços) and CBS links revenue collection more closely to local consumption and economic dynamics. Famurs argues that promoting local products like Gaúcho milk can enhance municipal revenues by reinforcing the economic base and value circulation within the state.
Famurs has a history of initiatives aimed at bolstering municipal economies and Gaúcho identity. In September 2025, the organization participated in Ganha-Ganha Farroupilha, assessing and rewarding the best thematic displays in over 1,700 registered stores. In February 2026, it launched the “VIDA: todos por Ela” campaign to combat violence against women and promoted mental health actions.
As the milk campaign was launched less than two weeks ago, Famurs has yet to release official data on adherence or economic impact. However, the organization continues to provide guidance and materials to interested municipalities, emphasizing the low implementation cost as a factor facilitating the initiative's replication across the state.
