British Consumers Support Morrisons ‘Milk for Farmers’
British grocery shoppers are demonstrating their commitment to dairy farmers and overwhelmingly supporting the new Morrisons ‘Milk for Farmers’ range. The fresh milk, which is 100% sourced from Arla farms in the UK, is attracting an additional 10 pence per litre of milk sold which is passed back in full to Arla. As per the cooperative’s principles that its farmer owners have democratically endorsed, this will be shared amongst its 12,700 farmer-owners, 3,000 of whom are British.
Since its launch, ‘Milk for Framers’ is selling multiple times ahead of forecast and if maintained, it is estimated £5 million over a year will be shared equally amongst Arla’s farmer owners.
To raise awareness further with consumers and the industry, Arla and Morrisons have today launched a short film featuring Arla farmer-owners talking about what ‘Milk for Farmers’ means to them. Click here to watch the video: https://www.youtube.com/watch?v=_cSeTFJxxwA
