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.
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.