Morrisons to pay only UK producers in its 'Milk for Farmers' range

Morrisons has said it will no longer hand out the premium across its 12,700 European farmers
Morrisons has said it will no longer hand out the premium across its 12,700 European farmers

Retail giant Morrisons has announced it will no longer distribute the 10 pence per litre premium made from its Milk for Farmers range to European farmers, and will instead go to British farmers.

The supermarket has said it will no longer hand out the premium across its 12,700 European Arla dairy farmers.

Morrisons has said the dedicated Morrisons Dairy Group, which totals around 300 Arla producers, now means the extra 10p per litre will only go to British farmers.

Some of the requirements of the group include signing up to a number of higher welfare requirements, such as minimum of 120 days per year grazing.

The Milk for Farmers range was launched in 2015. It was created to increase the price Morrisons pays its dairy farmers supplying all of its own-brand fresh milk.

Rick Bourne, Morrisons Dairy Director, said at the time: “We believe that customers are now ready to pay a little extra to support the dairy sector.

“Combined with the launch of Milk for Farmers range, which is now nearly three times more popular than Evian in our stores, we are doing our bit to support the dairy industry at this difficult time.”

The British public has said they are willing to pay a little extra to support British dairy farming.

82% of the public say they would be disappointed to see a reduction in UK dairy farming and would be willing to pay a little extra to support it, according to an AHDB survey.

More than three-quarters (76%) would do something to stop dairy farming significantly reducing, this score is at the highest level since the study was relaunched in July of last year.

Since the recession of 2009, British consumers have become increasingly price conscious, so it is significant that a substantial majority say they would be willing to pay more for their milk.