OPINION: A Japanese dairy company has found an unlikely saviour in its efforts to reverse falling milk demand: Wolfgang Amadeus Mozart.

Awajishima Milk Co claims sales of its Mozart Milk, which is produced from dairy cows that listen to Mozart from 6.30am and 9pm each day, have risen since the product's release in April last year.

The company has sold 25,000 cartons expanding its sales channels from Awajishima island, where it is based, into major Japanese cities.

Media reports say company president, Toshihiro Torii, is a big fan of classical music. When he played Mozart at his cowshed around 10 years ago, the animals, apparently more relaxed, became more docile and friendlier. Feeling confident, Torii, 73, recommended that Green Farm, the dairy producer from which his company purchases raw milk, do the same.

As a result, their milk contains higher levels of milkfat.

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OPINION: A Japanese dairy company has found an unlikely saviour in its efforts to reverse falling milk demand: Wolfgang Amadeus…

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