Organic farmers launch new look brand

Calon Wen, the fast growing Welsh organic dairy co-operative, is launching a new look for its popular branded organic milk at this year's Royal Welsh Show (24th-28th July). The inventive new pack design reflects the nature of the product - 'pure organic milk which is never messed with'.

The co-operative of 20 organic dairy farmers was established in 2000 and is now a leading organic milk brand in Wales. The new look packaging reflects the milk in the bottle - pure, fresh and free of any additives - just natural organic milk from Welsh farms.

The first organic milk brand to supply a multiple four years ago and now outselling other major national brands in Wales, Calon Wen – Welsh for "pure or white heart and soul" - has seen sales growth of 65 per cent in the last year. It has been supplying a wide range of customers including Tesco, dairy manufacturer Rachel's Organics as well as many independent stores and regional restaurants for more than six years.

Richard Tomlinson, farmer and Chairman of Calon Wen says, "We like to think of ourselves as 'evolved and enlightened' farmers, taking control of our own destiny, by getting closer to consumers through producing our own branded products and so preserving farming for future generations. We love what we do; we care passionately about our product, our families and our communities.

He continues: "Customers are becoming far more interested in food – what it contains and where it comes from. This has led to real success for our members who can offer complete traceability from the farm to the customer. Now its time to refresh our brand to take full advantage of the growing consumer interest in organic milk.

"We are outperforming our rivals in-store and the new brand is expected to further strengthen our position and broaden distribution. Set against a background of extremely strong performance in the organic liquid milk sector, we are confident of continuing success," he adds.

Calon Wen was the first organic milk co-operative to achieve registered organic status with The Soil Association. In a bid to keep processing to a minimum, the whole milk is not homogenised which means the cream floats to the top and is easily distributed by shaking.

Calon Wen organic milk is collected from family farms in Wales before being processed at South Caernarfon Creamery in Gwynedd. Calon Wen also produces a 'slightly salted' Welsh organic butter in Wales.

Dai Miles, former chairman and current board member of Calon Wen, farms 300 acres on the outskirts of Haverfordwest, Pembrokeshire. Dai feels passionately that the co-operative is bringing benefits to consumers, its members, and the Welsh farming community.

"By buying locally-produced milk, customers are supporting Welsh farmers and in turn, the Welsh rural economy and countryside," says Dai, who has farmed organically near Haverfordwest for nearly ten years.

"There are other environmental benefits too – food miles are low because all the milk is produced, processed and packaged within Wales."