In the UK, Arla Foods has launched a new line of milk that will give shoppers the opportunity to pay a small premium on each bottle in support of the cooperative’s dairy farmers.
The launch has been built on the back of research that suggests 60% of consumers would pay more for dairy products if they knew that the extra money went directly to the farmers.
In addition, 70% of consumers would choose to buy their dairy products from a company that is owned by the farmers themselves, according to research cited by Arla from YouGov.
Arla Farmers Milk will be available in Asda stores from 12 July in a 4 pint format, with both semi-skimmed and whole milk options at a recommended retail price of £1.20. The price represents a £0.25 premium on the cost of Asda’s own-branded milk, and the extra money will be returned directly to Arla’s farmers. In line with Arla’s cooperative’s principles, this extra money will be shared amongst its 12,700 farmer owners.
Arla Foods 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.”
Arla farmer-owner John Edgar (third from left) will appear in marketing materials with his family.
Chris Brown, senior director of sustainable business for Asda, said: “Asda has had a strong affiliation with dairy farmers since its formation and this continues today with the support we provide. 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.”
A marketing campaign for Arla Farmers Milk will be supported by Arla farmer-owner John Edgar and three generations of his family – his children, wife and parents. They will appear on point-of-sale material in store, online and on the side of Asda online grocery vans around the country. Shoppers will see the family photographed at their farm in Currutherstown, Dumfries.
The Edgar family are further supporting Arla Farmers Milk by appearing in a film as part of a social media campaign for the launch. Filmed on the farm, it is a personal account from Edgar to bring to life the hard work dairy farmers do to get the milk to the shelves, and the importance of being part of a cooperative
Arla Farmers Milk will also carry the special Arla Farmer-owned Marque, which shows it has been responsibly sourced from a farmer-owned cooperative. Arla introduced the marque in 2015 on all its branded and some own-label dairy products, allowing consumers to easily identify and trust products that are responsibly sourced from a farmer-owned business where all the profits go back to its owners, and has the highest expectations for animal welfare and environmental standards throughout its supply chain.
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