Available in each of Asda’s 16 NI stores from today (21st November), Dale Farm Farmers’ Milk will retail at £1.12, which is 25 pence above the price for a standard two litres. The additional 25p will be returned to Dale Farm and shared equally among the company’s 1300 farmer owners.
The initiative was developed after research revealed that 63% of consumers said they would willingly pay more for dairy products if they were assured the extra money goes back to farmers.
The Northern Ireland launch follows on from the success of a similar scheme in GB where Asda has partnered with Arla, the farmer-owned dairy co-operative, to supply the ‘give a little back’ milk which has been well received by customers.
The new Dale Farm-branded 2 litre milk will be available in both whole and semi-skimmed varieties.
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Stephen Cameron, Group Commercial Director, Dale Farm commented: “The launch of Dale Farm’s ‘Farmers Milk’ is a great boost to our dairy farmers, especially during winter months when they have additional costs. Research shows that where food comes from, and who benefits, influences how people fill their shopping basket. Consumers are willing to pay more if they know it goes directly to the farmers that produce it.
“At Dale Farm, our farmers don’t just milk the cows, they own the company. We are grateful to Asda for their continued support and for providing an opportunity for shoppers to give something back to Dale Farm dairy farmers.”
With the countdown to Christmas underway Michael McCallion, Asda’s Head of Local Sourcing for Northern Ireland, believes the introduction of Farmers’ Milk to Asda’s NI local stores is timely: “More than ever our customers want to understand where their food comes from and how it is produced. Through our support of initiatives such as Open Farm Weekend and Balmoral Show, we’ve raised awareness of the role Asda plays in the food chain and communicated important messages about food provenance.
“Dale Farm Farmers’ Milk is another example of effective collaboration, helping to communicate the ‘farm-gate to plate’ message in a meaningful way and offering our customers the chance to play their part in supporting the agricultural community.”