Morrisons launches regional milk initiative

major retailer with all own label standard fresh milk sourced and sold regionally

Starting in June, Morrisons will be the first major retailer with all own label standard fresh milk sourced and sold regionally to shoppers in all stores at no extra cost.

In a range of measures designed to secure a sustainable milk price and stable long-term market, Morrisons has also announced an increase of 1p a litre in the price it pays its processors for its milk, to be passed on directly to farmers.

This is in addition to a price increase to processors, reflecting current market conditions. The company has confirmed a three-year supply deal with its processors.

Morrisons is also establishing a dairy farmers' producer group in conjunction with its processors, to develop closer links with dairy farmers.

Martyn Jones, Group Trading Director, said: "This is about helping as many dairy farmers as possible. It is designed to benefit more of the dairy farming community, not just a select few. It will also enable our customers to see that they are supporting dairy farmers in their own region when buying fresh milk at Morrisons."

Starting from the end of June and rolling out in the North East, North West and South West, Morrisons shoppers will be able to support their regional dairy farmers by buying standard own label fresh milk. Unlike many other supermarkets, shoppers will not have to pay extra for regional milk and new on-pack labelling will make it clear that it is from dairy farmers in their region.