Morrisons to Introduce Own-Label Fresh Milk

Morrisons, a supermarket chain, will introduce own-label fresh milk at all its stores in West Country, England, by the end of June 2008, according to Western Morning News.

The own-label fresh milk will be sourced regionally and sold at no extra cost. Morrisons has increased the price it pays its processors for its milk by one pence a liter. This move of the company is in line with its efforts to secure a sustainable milk price and stable long-term market.

To forge closer ties with dairy farmers, Morrisons will be setting up a dairy farmers’ producer group in conjunction with its processors.

In regard with the establishment of dairy farmers’ producer group, Martyn Jones, the group trading director, said: “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.”