Woolworths delighted with Farmers Own Milk success

Posted by AFN Staff Writers on 3rd March 2014
Woolworths' Farmers' Own Milk has been a success

Supermarket group Woolworths has announced that the trial of Farmers’ Own milk produced in the Manning Valley in New South Wales has been an “enormous success” and that the product will now be available in 105 stores across the State.

Woolworths said the expansion meant more than 2.5 million Woolworths customers would be “directly” linked to dairy farmers from the Manning Valley and milk straight from their farms.

The trial of Farmers’ Own milk has run since October 2013 and Woolworths said it had seen strong sales, particularly in the Manning Valley stores.

“We are extremely pleased about how well our customers have received Farmers’ Own milk,” said Tony De Thomasis, Woolworths Head of Trade. “We know they appreciate a great local product,” he said.

“The three varieties have sold very strongly and the return of unhomogenised milk with the cream on top has been a hit,” Mr De Thomasis said.

The milk is permeate free and is available in three varieties: full cream and reduced fat homogenised milk, and full cream unhomogenised milk with the cream on top.

“We’re delighted that this trial has gone so well and that now we’ll be able to deliver our fresh, great tasting milk into a huge market through 105 Woolworths stores,” said Tim Bale, Manning Valley dairy farmer. “We know that customers want farmers to get a fair price for their produce and our direct relationship with Woolworths is delivering that,” he said.

Woolworths said the direct relationship with farmers “gives farmers the end-to-end transparency from shed to shelf”, a longer term contract and a closer relationship with their customers.