24 October 2007

2 minute read

Europe

Tesco localchoice Milk scooped the EDS Award for Consumer Understanding at the recent IGD Food Industry Awards because it was judged to be a successful response to increasing ethical consumerism and the demand for good quality regional food.

Available nationwide, Tesco’s localchoice milk initiative was driven by customers’ demands to support British dairy farmers who were having a difficult time balancing their costs. Shopper research suggested that they would be happy to pay a premium to support their local dairy farmers and Tesco matched that premium.

The initiative has won praise throughout the industry and so great has been the success of localhcoice milk, Tesco are already working to increase the numbers of farmers who supply it.

Kari Daniels, Chilled Food Category Director for Tesco said: “Tesco’s ‘localchoice’ milk initiative was driven by our customers’ demands to support British dairy farmers.

’localchoice’ not only reduces food miles but also provides confidence to shoppers that if they buy a local product, they are directly contributing to their local economy.

As the only supermarket to provide a local choice on own label milk, we are delighted to have won this award, and are pleased that with this innovative scheme we have helped contribute to the future sustainability of the British dairy industry."

David Potts, Commercial Director of Dairy Farmers of Britain, said, “The award is recognition for the hard work and determination to offer Tesco customers access to produce with a strong local provenance and ethical values. But more importantly it supports our farmer members providing them with a sustainable future. We have thoroughly enjoyed working with Tesco on this initiative and we are immensely proud of winning this award.”

TheCattleSite News Desk