So Morrisons have announced that – after long discussions with farmers’ unions over the price of milk – they will launch a new brand of milk, which will be 10p per litre more expensive than their usual milk. The brand – named ‘Milk for Farmers’, will go on sale in the autumn, and the extra cost will all go directly back to dairy farmers.
The NFU – one of the groups that has been leading the discussions – has welcomed the plan, while cautioning that simply launching one product isn’t a fix-all solution:
‘It must also be displayed prominently in-store. We have also had discussions with Morrisons about how it can introduce further initiatives to support dairy, including cheese, butter and yoghurt. We will continue to urge Morrisons and all retailers to ensure that farmers from all sectors who supply their food get a fair price.’
It does seem to be a bit of good PR for Morrisons, but if the extra money makes its way back to the farmers, then ‘Milk for Farmers’ will certainly help to prop up the industry.
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