1. ITV Report

Ten pence per litre of new Morrisons milk brand to go to farmers

10p per litre of the new brand will go back to farmers Credit: Morrisons

Morrisons is to launch a new milk brand where ten pence-per-litre of the retail price will go directly to dairy farmers.

The new brand “Morrisons Milk for Farmers” will go on sale in Morrisons supermarkets in autumn and is targeted at shoppers who are concerned about helping to support dairy farmers.

It will be sold alongside the supermarket's standard-priced milk in the dairy aisle.

The supermarket also clarified how it pays for milk from its main supplier Arla, which buys milk from farmers.

Their three year contract with Arla adjusts the price Morrisons pay for milk automatically based on the independently set farmgate price and other factors like diesels and plastics that influence the cost of milk.

We recognise that the current market for liquid milk is impacting on hardworking dairy farmers and their families. We want to help."

"Firstly, we have asked our milk suppliers not to pass on further decreases in the current farmgate price to us, but to share any benefit with the dairy farmer instead."

"We want to offer practical help by being the first supermarket to launch a range of 4-pint milk at a premium of 10p per litre, all of which will be passed back directly to Arla farmers."

"We will stock this product in all our stores, offering our customers the choice to support dairy farmers directly."

– Morrisons’ Corporate Services Director Martyn Jones

Farmers in the Midlands have been raising awareness of what they see as their unfair treatment with a series of stunts.

Over the weekend, farmers brought two heifers into an Asda supermarket in Stafford in protest over the price they are paid for their milk.

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