UK - Retailer Morrisons has confirmed that it will increase the retail price of its standard four pint fresh liquid milk to £1, and its Milk For Farmers range to £1.23.
Morrisons has also announced it is increasing the price it pays to dairy farmers on all of its own-brand fresh milk and Milk For Farmers.
Rick Bourne, Morrisons Dairy Director, said: "We believe that customers are now ready to pay a little extra to support the dairy sector.
"Combined with the launch of Milk for Farmers range, which is now nearly three times more popular than Evian in our stores, we are doing our bit to support the dairy industry at this difficult time."
A move by Morrisons to increase the price it pays its dairy farmers supplying all of its own-brand fresh milk and ‘Milk for Farmers’ is another step by the retailer to support the sector, the NFU said today.
NFU dairy board chairman Rob Harrison said: “Today's announcement by Morrisons is good news and moved them up the table in the support they provide farmers. However, there are still a few retailers languishing behind on the support they provide to guarantee high quality British dairy products every day of the year.
“With only half our total milk volume going into liquid milk we need to focus on adding value and supporting farmers producing milk for other dairy products. A real issue, as seen by the recent farmgate price drops from a number of cheddar producers, is cheese.
"We need to arrest the falling consumption of British cheese and we urge retailers and food service to do their bit in promoting this vital part of the sector in the run up to Christmas and into 2016.
NFU President Meurig Raymond said: “We welcome this latest move by Morrisons which recognises the need to increase the sustainable price back to farm, at this difficult time. The Morrisons ‘Milk for Farmers’ range allows consumers the choice of how to show support for the industry.
“We now need to ensure that farmers supplying milk for all dairy products are treated fairly during this difficult market situation.”
TheCattleSite News Desk