Arla has unveiled a new milk variant called ‘Arla Farmers Milk’, which offers shoppers the opportunity to pay a little extra on each bottle to help farmers.
Starting today (12 July), Arla Farmers Milk is available at Asda stores in a 4-pint format, in semi-skimmed and whole milk options (RSP £1.20). The Asda brand 4-pint milk has an RSP of 95p, and the extra 25p for Arla Farmers Milk will be returned to directly to Arla’s 12,700 farmer owners.
The launch follows research showing that 63% of consumers said they would pay more for dairy products if they know the extra money goes back to farmers. Jonathan Ovens, Arla Foods amba Farmer Board Director, commented: “People want to know more about where their food comes from and who benefits and are willing to pay more if they know it goes directly to the farmers that produce it. As we’re part of a cooperative, the money we receive goes back to the farmers who supply our milk.”
The new Arla Farmers Milk is being officially launched at the Great Yorkshire Show today, when Arla will kick-start a nationwide roadshow throughout July and August. The roadshow will highlight the vital work the Arla farmer owners do on a day-to-day basis in providing dairy products for the Great British public.
Arla will then move on to a further 19 locations including shopping centres, city centres, supermarkets and Arla site. Branded to look like a farm including a working tractor, grass and fencing, visitors can not only meet the farmers but also take part in a number of interactive activities and walk away with a goodie bag of products and information.