British dairy co-op Arla and retailer Asda have launched a four-pint bottle in the UK market, with a guarantee that 25p (29c) of every new format bottle sold will go directly back to farmers.
Arla and Asda say the move is a response to the push from UK farmers seeking a fairer share of the retail price.
They say it is also a recognition that the UK dairy industry and its farmers have faced one of its most difficult periods in decades.
Arla Foods farmer board director, Jonathan Ovens, said: “The launch of this 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 co-op, the money we receive goes back to the farmers who supply our milk.
“With farmgate milk prices much lower than we’d like, we thank Asda for supporting our co-operative principles and for providing an opportunity for their shoppers to give something back to Arla dairy farmers.”
From today, July 12, UK consumers will pay £1.20 per four-pint bottle. In effect, the Asda retail price will be 95p, with the extra 25p going directly to Arla’s suppliers.
Arla has 12,700 farmer-owners across Europe, around 3,000 of whom are British.
Chris Brown, senior director of Sustainable Business at Asda, said: “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.”
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