Arla Foods in the UK has unveiled Arla Farmers Milk, a new milk brand, created to give shoppers the opportunity to pay a little extra on each bottle to help Arla farmers.
The launch from the farmer-owned dairy company is based on research showing that almost two thirds of consumers (63%) said they would pay more for dairy products if they know the extra money goes back to farmers, according to Arla.
Arla Farmers Milk will be available in ASDA stores from July 12, in a four-pint format, with both semi-skimmed and whole milk options at an RSP of £1.20 (€1.41).
ASDA brand four-pint milk RSP is 95p (€1.11) and the extra 25p (0.29c) for Arla Farmers Milk will be returned to directly to Arla farmers.
In line with Arla’s cooperative’s principles, this extra money will be shared amongst its 12,700 farmer owners.
Arla Foods amba Farmer Board Director, Jonathan Ovens, said that the launch of this new milk is a great boost to Arla’s 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,” he said.
Chris Brown, Senior Director, Sustainable Business, ASDA said that ASDA has had a strong affiliation with dairy farmers since its formation and this continues today with the support it provides.
“Launching Arla Farmers Milk in ASDA provides our shoppers with the perfect opportunity to help farmers in these challenging times.
It offers them the choice to pay that little extra for their milk knowing it will go back to the farmers and is another example of how Asda is supporting the dairy industry.
The new Arla Farmers Milk will be officially launched at the Great Yorkshire Show on July 12, when Arla will kick-start a nationwide roadshow throughout July and August.
The roadshow will highlight the vital work the Arla farmer owners do on a day-to-day basis in providing dairy products for the Great British public.
From the Great Yorkshire Show, Arla farmer owners and colleagues move on to a further 19 locations including shopping centres, city centres, supermarkets and Arla site.
Branded to look like a farm including a working tractor, grass and fencing, visitors can not only meet the farmers but also take part in a number of interactive activities and walk away with a goodie bag of products and information.
The Arla Farmers Milk marketing campaign is supported by Arla farmer owner John Edgar and three generations of his family; his children, wife and his parents.
They will appear on point of sale material in-store, online and on the side of ASDA online grocery vans around the country.
