UK - A new brand of milk passing extra money onto farmers has been launched at Asda supermarkets.
The idea is similar to Morrison's 'Milk for Farmers'. Arla's 'Farmers Milk' will be sold in four-pint bottles of semi-skimmed and whole milk and will be priced at £1.20, costing an extra 25p compared to Asda branded milk. The extra money will be distributed between all Arla’s members.
Arla said the launch is based on research showing that almost two thirds of consumers (63 per cent) said they would pay more for dairy products if they know the extra money goes back to farmers.
Arla Foods amba Farmer Board Director, Jonathan Ovens, commented: “The launch of this new milk is a great boost to our dairy farmers. People want to know more about where their food comes from and who benefits and are willing to pay more if they know it goes directly to the farmers that produce it. As we’re part of a cooperative, the money we receive goes back to the farmers who supply our milk.
“With farmgate milk prices much lower than we would like, we thank ASDA for the continued support of our cooperative principles and also for providing an opportunity for their shoppers to give something back to Arla dairy farmers.”
TheCattleSite News Desk