WOOLWORTHS confirmed a deal with Camperdown Dairy Company last week to process the milk on the supermarket’s behalf for distribution in its 240 Victorian stores.
Bought directly from farmers rather than a processor, ‘Farmers’ Own’ milk is being marketed as “better tasting with a richer, fuller flavour”.
Victoria is the third state to roll out the successful Farmers’ Own brand, following on from a trial with Manning Valley dairy farmers in New South Wales and Margaret River farmers in Western Australia.
The milk is permeate free and available in three varieties: full cream, low fat homogenised and full cream unhomogenised with the cream on top.
Woolworths general manager Ziggy Kwarcinski said it was “milk just how the farmers like it”.
“The product has proven to be great for farmers, great for Wooloworths, but most importantly, great for customers,” he said.
“We are extremely pleased how customers in New South Wales and Western Australia have embraced Farmers’ Own.
“We know Victorians will love a fresh, local product grown right here in Victoria and available across the state.”
Otway dairy farmer David Tanis said working directly with Woolworths means the suppliers are much closer to their customers.
“To bring the milk from farm to such a big market across Victoria was something too good to pass up,” he said.
“As farmers we want to see a fair price for our milk.
“Our direct relationship from farm to retailer gives us what we need, gives customers a chance to pay a better price back to farmers and, best of all, puts a great milk on the shelves.”
The deal is thought to give farmers end-to-end transparency from shed to shelf, a longer-term contract and a closer relationship with their customers.