A dairy farming family from Dumfries and Galloway have decided to tackle the milk crisis head on- by taking things into their own hands.
Today they launched a new business venture, by selling direct to customers in their local community, instead of to the supermarkets. Lori Carnochan reports:
The dairy industry has been in turmoil for several months due to the lowest milk prices for years.
However this hasn't put off the Roan family from Dalbeattie. They're now cutting out the supermarkets and selling direct to customers.
"I think to milk cows you have to be a bit mad but it's great.
"It's a family business and we have to think of the next generation that's coming through and that's what we do, we love milling cows but it's just finding a way of making it more profitable and if this helps we'll keep on doing it."
A dairy farming family from Dalbeattie, on the Solway Coast, are cutting out the supermarkets and selling direct to local customers.
The Roan's hope that by supplying local businesses and the surrounding communities with their milk, that they will achieve what they believe to be a fair price.
The milk crisis has been well documented over the past few months, with protests taking place up and down the country.
"We're really passionate about the high quality produce we make here and just feel that we don't get rewarded for that in the marketplace.
"My great-grandfather use to go down to the local villages with a pony and trap so you could say that it's going round full circle again."
ITV Border spoke to a number of consumers outside of the supermarket to ask how they felt about buying local, Scottish and British produce over imported products.
Here's what they had to say:
Farmers nationwide have been campaigning for months against the price of milk and meat in the UK market. They argue that the price is at an unacceptably low level and that they're running at a loss with many of their products.
Trust the Tractor campaign is encouraging consumers to think twice about what produce they're buying and where it's from.
Local farmers form Dumfriesshire met with consumers to explain why they feel it's important for people to support the farming industry by buying local, Scottish and British produce.
"There is product coming into the UK saying it's packaged and processed in the UK when infact it's not a UK produced product and that's where the red tractor logo comes in.
"It's difficult in all sectors of farming presently, even the sheep, the beef, the dairy farming in particular, the potato farming, all sectors of farming are under pressure at the minute from weather conditions as well as bad prices."
Farmers from across Dumfries and Galloway have joined forces with NFU Scotland to urge consumers to buy local produce.
The Trust the Tractor campaign aims to educate consumers about where the product has come from, by allowing for full traceability.
"The red tractor symbol is actually there to showcase UK produce both Scottish and UK wide. Very much what you're looking for is hopefully the British flag on the front but specifically the Red Tractor on the back. It's very much about the traceability of the food from farm to packaging."
Farmers will be out talking to shoppers in Dumfries today, as part of a campaign to get more people to buy quality-assured British food.
NFU Scotland is taking part in Red Tractor Week to rally support from consumers.
As part of the campaign farmers are going to be at the Tesco store in Dumfries.
It follows on from a protest about milk prices outside another Dumfries supermarket last month.
Farmers in the south of Scotland are struggling, because the price of lamb has dropped to a seven-year low.
Katie Hunter went to Newtown St Boswells to find out more:
Find out why farmers in the south of Scotland are getting less for their lamb, and how they're trying to change things.Read the full story ›
The National Farmers Union in Scotland says the price of lamb is at a seven-year low.
It's calling for supermarkets to stock more British lamb as well as cheaper imports from New Zealand.
Farmers say they're getting 20 per cent less compared to 12 months ago:
It's been quite tough because we were getting reasonable prices this time last year and you're putting a lot of work in to producing the lambs, so to be sending them off and getting lower prices is a wee bit demoralising."