Arla has unveiled Arla Farmers Milk; created to give shoppers the opportunity to pay a little extra on each bottle to help Arla farmers.
The launch from the farmer-owned dairy company is based on research1 showing that almost two thirds of consumers (63%) said they would pay more for dairy products if they know the extra money goes back to farmers.
Arla Farmers Milk will be available in ASDA stores from 12 July in a four-pint format, with both semi-skimmed and whole milk options at an RSP of £1.20. ASDA brand four-pint milk RSP is 95p and the extra 25p for Arla Farmers Milk will be returned to directly to Arla farmers. In line with Arla’s cooperative’s principles, this extra money will be shared amongst its 12,700 farmer owners.
Arla Foods amba Farmer Board Director, Jonathan Ovens, commented:
“The launch of this new milk is a great boost to our dairy farmers. 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.
“With farmgate milk prices much lower than we would like, we thank ASDA for the continued support of our cooperative principles and also for providing an opportunity for their shoppers to give something back to Arla dairy farmers.”
Chris Brown, Senior Director, Sustainable Business,ASDA said:
“ASDA has had a strong affiliation with dairy farmers since its formation and this continues today with the support we provide. Launching Arla Farmers Milk in Asda provides our shoppers with the perfect opportunity to help farmers in these challenging times. It offers them the choice to pay that little extra for their milk knowing it will go back to the farmers and is another example of how Asda is supporting the dairy industry.”
The new Arla Farmers Milk will be officially launched at the Great Yorkshire Show on 12 July, 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.
From the Great Yorkshire Show, Arla farmer owners and colleagues move on to a further nineteen 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.
The Arla Farmers Milk marketing campaign is supported by Arla farmer owner John Edgar and three generations of his family; his children, wife and his parents. They will appear on point of sale material in-store, online and on the side of ASDA online grocery vans around the country. Shoppers will see the family photographed at their farm in Currutherstown, Dumfries.
The Edgar family are further supporting Arla Farmers Milk by appearing in a film as part of a social media campaign. Filmed on the farm, it is a personal account from John to bring to life the hard work dairy farmers do to get the milk to the shelves and importance being part of a cooperative. The Edgar family will also be on-hand at the Great Yorkshire Show to participate in photography, interviews and meet consumers as part of the roadshow.
Arla Farmers Milk will also carry the special Arla Farmer-owned Marque, which shows it has been responsibly sourced from a farmer-owned cooperative. Arla introduced the marque in 2015 on all its branded and some own-label dairy products. The marque allows consumers to easily identify and trust products that are responsibly sourced from a farmer-owned business where all the profits go back to its owners, and has the highest expectations for animal welfare and environmental standards throughout its supply chain.
¹Research conducted by YouGov on behalf of Arla Foods among more than 2,000 shoppers 2016.
Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers with circa 2,700 of whom are British.
Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.
Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor®, Cravendale, and Lactofree® with a turnover of €2.9 billion. As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury and has plans for it to be the first zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, distribution centres and head office.