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Fresh Produce

Morrisons Launches Pro-Farmer Milk Brand

Morrisons has launched a new milk brand as it looks to get UK dairy farmers back onside following recent protests regarding the prices farmers are paid for their produce, theguardian.com reports.

The move comes after farming industry leaders met bosses of the supermarket chain to discuss the price of milk.

The new milk product, which has been named Morrisons Milk For Farmers, has been launched in conjunction with Arla, Britain’s biggest provider of milk. It retails at £0.10 more than Morrisons’ standard milk.

Ash Amirahmad, who is in charge of Arla’s milk division, said, “Our farmers are incredibly concerned at the moment. There is a reason why farmers are going out protesting; they are not bad people.

“Some retailers are not far off following this already but it is not transparent. We want to make it more transparent for our farmers.”

The corporate services director at Morrisons, Martyn Jones, commented, “We will stock this product in all our stores, offering our customers the choice to support dairy farmers directly.”

© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.

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