On May 9, British oat producer Glebe Farm is taking over the billboards in Victoria station for one day only, with a disruptive above-the-line campaign. The billboards call out the recent battle between Glebe Farm and Oatly, playfully asking customers to ‘help us pay off our lawyers’, and reminding them do ‘do the right thing’ and support British oat m*lk.

Cambridge-based, the family run oat milk producer is proud to be the most sustainable oat drink in the UK and is aiming to highlight that the creamy oat drink consumers love so much may not be as sustainable as they thought – even though it’s a plant-based alternative it’s had to travel miles to get there, unlike Glebe Farm, which is made on-site. That’s food miles better.

Having already announced best-in-class carbon emission figures in 2021 for their UK produced Oat milk, Glebe Farm continues to champion sustainable farming and rock-bottom food miles – over 85% of oat milk is imported into the UK by market leaders[1].

In 2021, the family-run business was faced with a court case from Oat Drink giant Oatly which had made claims of brand and trademark infringement. These allegations were comprehensively rejected by the judge, leading to a victory for Glebe Farm as the hearing ruled in favour of the brother and sister duo Phil and

Rebecca Rayner. Glebe Farm now bites back with their billboard calling out Oatly, amongst other brands.

A recent study commissioned by Glebe Farm showed 92% of Brits would prefer to buy dairy-free milk made from UK ingredients, with two thirds saying it’s because they want to support British farmers. This highlights the importance of the UK-based facility on its farm in Cambridgeshire allows the business to bring high quality, plant-based milks using British core ingredients to the UK market – thereby offering a lower carbon footprint than its European rivals can achieve.