The local range will be sourced exclusively from dairy farms in the Barossa Valley region and ranged across Woolworths’ 75 stores in South Australia.
Woolworths buys Farmers’ Own milk directly from farmers rather than through a processor. The milk is marketed as ‘better tasting with a richer, fuller flavour’.
The milk is permeate free and available in full cream, Hi-Lo homogenised milk and full-cream unhomogenised milk with the cream on top.
The Farmers’ Own brand is available in some other states and has been very popular, following a highly successful trial: initially with NSW Manning Valley dairy farmers.
Woolworths Head of Perishables Paul Harker said the product has proven to be great for farmers and Woolworths, but, most importantly, great for customers.
“We know that our customers love to buy local and this is a great product we’re now able to offer to South Australians,” he said. “We’re very happy to have some great local farmers on board who’ll be supplying direct to our South Australian customers.
“The three varieties of Farmers’ Own sell very strongly in states where it is available. The return of unhomogenised milk with the cream on top has been a hit.”
Dairy farmer Andrew Koch says the relationship is a great chance to get closer to customers by selling milk direct through Woolworths.
“We think consumers want to see farmers paid a fair price for the milk we produce,” he said. “A direct relationship like Farmers’ Own gives us the chance to negotiate that fair price directly with the retailer, which benefits not only us, but also the industry as a whole.”
According to Woolworths, the relationship gives farmers end-to-end transparency from shed to shelf, a longer-term contract and a closer relationship with customers.