From September, Waitrose will stock 100% own-label British dairy produce, including any dairy ingredients used in own-label yogurts, dairy ice cream, milk, cream, Cheddar and butter. This move will create a significant boost for the British dairy industry, which until now has seen the number of UK dairy farms halve.
Another reason for the Waitrose Milk Scheme to celebrate is that, even during a recession, essential Waitrose milk sales have seen an increase of 4% year on year.
The commitment to British dairy sourcing follows an already successful 10-year partnership with the supermarket. The Waitrose Dairy Farmers Milk Scheme was established in 1999 to ensure the highest quality milk, segregated and traceable from farm to fridge. Farms were selected based on shared values and a commitment to delivering the highest standards, working together to ensure high levels of care for their cattle and countryside and to promote sustainable farming.
Every farmer in the group is known personally to the Waitrose dairy team and the farmers are paid the fairest price, providing an investment of £18m over the last 10 years (now worth around £4m a year). However, this premium has never been passed on to the customer.
The milk price premium paid along with the confidence developed through such a trusting and inclusive relationship has facilitated investment on the Waitrose dairy farms. As a result of the investment, Waitrose has developed a dedicated group of dairy farmers, with the vast majority remaining in business and average production of the group increasing.
Waitrose central buyer for dairy, Jane Hills, said: “Through establishing the Milk Scheme, we’ve been able to secure the long-term supply of top quality milk for our customers and ensure reinvestment in each of our farmers’ businesses. Producers are rewarded for achieving the high standards expected, which has given them confidence for the future.
“The investment made on our farms has been much higher than elsewhere in the industry and has helped maintain the sustainability of our dairy farmers’ businesses. The areas of investment include improving the housing and bedding areas for cows and new parlours, along with preparing for tighter legislation on waste management.
“The Waitrose dairy group has expanded its milk production at a time when industry volumes have been in decline, helping to sustain the expansion of Waitrose branches across the country.”
For the last 10 years, Waitrose has guaranteed consumers the highest quality milk, as milk from the Waitrose supplying farms is separately collected and segregated from farm to store by Dairy Crest, enabling Waitrose to fully trace fresh milk from the farm to the bottle.
Source: Waitrose
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