Leading UK supermarket chain Tesco has been accused of being out of touch with British farmers after mistakenly using cows used for beef rather than dairy in an advertising campaign for milk.
Posters promoting the decrease in price of four pints of milk were found to feature cows used exclusively for meat, which has led to widespread criticism from farmers and social media users.
Richard Yates, who owns a farm with a herd of 100 cattle in the Bridgnorth area, was the one to point out the blunder to the Shropshire Star.
He told the publication: "They are using Hereford cross cows which are 100 per cent beef animals that would never have been milked in their lives. That shows how out of touch they are and what they think of dairy farmers."
In addition to this, hundreds of members of the agricultural community took to social networking platform Twitter to express varying views on the matter.
Some, like Chester greengrocer Kevin Brackenbury, managed to see the funny side of the blunder. He told the BBC: "I saw the advert and coming from a background of working in supermarkets for more than 30 years, I find things like this most amusing."
However, Mr Brackenbury added that among the agricultural community, milk prices are a serious issue.
Tesco has since vowed to remove the offending campaign and replace the images with more suitable ones relating to dairy cows, with Alasdair Gee - a spokesman for the supermarket - telling the Shropshire Star the company had spotted the mistake and was already taking steps to change the adverts, which customers should see in stores soon.
Farmers have been angered by Tesco adverts more than once in recent times, as at the peak of last year's horse meat contamination scandal, the supermarket published a misleading campaign that suggested the whole food chain had been affected.
In this case, the Advertising Standards Authority stepped in and ruled that the advert should not appear in public again.