A newly released poll shows a strong desire for free range milk alongside sustainable coffee beans in the UK's growing coffee shop market.
Results from the recent YouGov poll, commissioned by Free Range Dairy Network, indicates the importance of the provenance of milk in coffee, along with the coffee beans themselves.
When questioned about the importance of knowing that coffee shops sourced their coffee beans from sustainable sources, using suppliers who pay a fair price to coffee growers in developing countries, 84% of those who choose cow’s milk in coffee from coffee shops said this was important to them.
When asked similar questions about the provenance of cows’ milk offered in coffee shops, the same number of respondents (84%) said that it was important for them to know that the milk came from farms where cows are assured high welfare.
In addition, 84% also said it was important to them that coffee shops sourced their cows’ milk from suppliers who pay a fair price to dairy farmers in the UK.
The poll then asked what the maximum amount, if anything, people would be willing to pay on top of the cost of a cup of coffee, if it was made with milk carrying the Pasture Promise logo.
The logo pays a premium to farmers and gives cows the freedom to graze for 6 months, compared to milk without the logo.
64% of respondents said they would be willing to pay an extra 5p and above for a cup of coffee made with Pasture Promise free range milk and some were prepared to pay considerably more, with 10% prepared to pay an extra 30p or more.
Coffee & Cows
The release of the YouGov poll marks the launch of the Free Range Dairy Network’s ‘Coffee & Cows’ campaign, which urges those in the coffee trade to think more about the quality and provenance of the milk they use, as their customers care about both.
The coffee industry has provided a lot of support for coffee growers through Fairtrade and direct trade initiatives, taking an ethical stance on how they source the coffee beans and ensuring a fair price goes back to the farmers.
Free Range Dairy Network, through their campaign, is urging the coffee shops to make a similar commitment to traditional, pasture-based dairy farms, producing Pasture Promise free range milk.
Free Range Dairy Network Director Carol Lever said the demand for "cheap milk" over the last 20 years has resulted in a 60% decline in UK dairy farmers.
"That’s why we’re launching our Coffee & Cows Campaign; we want everyone who enjoys a cup of coffee to understand how they can help make a huge difference for farmers and cows, by making a better milk choice at very little additional cost," Ms Level said.
"The YouGov poll results show that although the coffee industry has spent a long time building the story about how they source their coffee beans, many have overlooked an essential ingredient, the milk."
