FDBusiness.com

Morrisons’ new milk brand ‘Morrisons Milk for Farmers’ is now on sale with 23p or 10 pence per litre from every four pint bottle being distributed directly back to dairy farmers. Morrisons is the first UK retailer to launch a dairy product where part of the purchase price goes directly back to farmers. A recent Mintel study found that half of shoppers were willing to pay more for milk in order to support dairy farmers. Morrisons will now give shoppers the opportunity to choose between standard milk at a competitive market price (89 pence for 4 pints) or the ‘Milk for Farmers’ brand at £1.12 for four pints.

Morrisons’ corporate services director Martyn Jones says: “When surveyed, many customers tell us that they are prepared to pay more for their milk to support British dairy farmers and this will be the first time that they’ll be given the opportunity to do exactly that. We will be giving Milk For Farmers our full support and the sales will show whether customers in our supermarkets are prepared to pay more.”

Morrisons stores have also begun selling ‘Morrisons Milk for Farmers Cheddar Cheese’ where 34 pence from every pack sold will go directly back to the farmers who supplied the milk to make the cheese. The cheddar is available in Mature and Extra Mature Cheddar strengths and priced at £2.52 per pack (350g) or two packs can be purchase together at an offer price of £4.

The introduction of the Milk For Farmers brand is part of a range of measures Morrisons introduced to help British dairy farmers. In the summer, Morrisons committed to raising its minimum milk price with the extra funds paid back to farmers. The percentage of British cheddar sold in Morrisons stores has also increased to 99% to further support of the UK dairy sector.