UK - The Morrisons 'Milk for Farmers' range could generate an extra £5 million per year to be paid directly to farmers.
The brand was set up to run alongside Morrisons' normal milk range, and costs an extra ten pence per litre, with the money going to back to farmers in the Arla co-operative, which supplies the milk to the retailer.
The brand has been labelled misleading for the use of the British flag on the bottle, whilst the extra money will actually be shared out amongst all of Arla's European farmer owners. 3000 of Arla's 12,700 farmer-owners are British.
However, a recent statement by Arla said that consumers are demonstrating strong support for the range, showing that they are willing to help dairy farmers.
Arla said that the 'Milk for Farmers' bottles are selling "multiple times ahead of forecast".
“We knew that consumers were keen to support the farming community but Milk for Farmers was the first time that a product campaign of this nature has been launched in such a significant way. It is promising to be an overwhelming success," said Arthur Fearnall, Arla farmer owner and Board of Representative member.
“We really appreciate what Morrisons and all our major retail customers are doing to help us champion the dairy industry and our farmer owners.
"This is just one of many examples across Europe where supermarkets are supporting dairy farmers and where all Arla farmers in the UK share equally in this growing pot of money.”
TheCattleSite News Desk