UK retailer launches range of milk from its’ own herd

Posted by Isobel Drake on 5th August 2008

Taking the private label concept a step further, UK retailer Waitrose is to launch the first line of milk to be produced exclusively from the supermarket’s own herd of cows at its working farm in Hampshire.The 4,000-acre farm has been in operation for over 80 years and, as of this week, Waitrose Traditional Milk produced on the Leckford Estate in Hampshire will be available on the shelves of the supermarket’s 190 outlets.

Leckford is part of the Waitrose Select Farm Milk Scheme, an industry-leading initiative which provides customers with high quality milk, produced using sustainable practices to protect and enhance the countryside and ensure high levels of animal welfare and husbandry. Waitrose reports that farmers under the scheme are paid one of the fairest prices paid by a major retailer.

Waitrose believe that sourcing Waitrose Traditional Milk exclusively from their 600-strong herd of Holstein Fresians will take customers even closer to where their food comes from. “It’s great for our customers to know exactly where their milk comes from and by sourcing our Traditional Milk from one herd we can take our customers even closer to the origins of their food,” said Robbie James, Waitrose Dairy Buyer.