FDBusiness.com

Arla Foods UK, the largest dairy company in the country, has unveiled Arla Farmers Milk – 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 research1 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.

Arla Farmers Milk will be available in ASDA stores from 12 July in a four-pint format, with both semi-skimmed and whole milk options at an RSP of £1.20. ASDA brand four-pint milk RSP is 95p and the extra 25p 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, comments: “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.”

He adds: “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.”

Chris Brown, Senior Director, Sustainable Business at ASDA, says: “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.”

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. The marque allows 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.

Arla Foods UK is home to leading dairy brands Anchor®, Cravendale, and Lactofree® with a turnover of €2.9 billion. As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury and has plans for it to be the first zero carbon site of its kind. The UK business employs approximately 3,500 people located at its dairies, distribution centres and head office.