AVONMORE announced a major joint venture agreement this week. No not with Waterford Foods. The Kilkenny-based food group has joined forces with Bord na Gaeilge and Michelle Smith in a joint Irish language promotion.

Avonmore is to use milk as a vehicle to promote Irish, and Michelle will feature in a range of promotional ads. The only question now is what the farmers in Waterford will think of such carry-on.