A Castle Douglas agricultural contractor is hoping to go viral – thanks to the white stuff.
Tommy Cannon believes the farming sector is suffering as a result of a series of negative stories in the media.
So he is urging people to show their support for the industry by filming themselves drinking a pint of milk before nominating three other people to do the same.
The former Stewartry RFC captain said: “People seem to blame farming for everything.
“When something bad happens, it’s farming’s fault.
“Farmers feed us and clothe us but it’s as if they want to shut farming down.
“I dread to think what the world would be like without farming.
“It is always negative, nothing is positive. There was a Panorama documentary last week about dairy farming but not all dairy farms are like that.
“That’s like saying because that footballer kicked his cat, all cat owners kick their cats.
“I wanted to do something positive and show support.”
In a video posted on his Facebook page, Tommy encourages people to “raise a pint of the good old white stuff to British farmers”.
He then nominates three pals, who then have 24 hours to do the same.
He added: “It’s had 6,000 views and a lot of likes and shares.
“Every comment has been positive, there’s nothing negative.”
