Dairy Crest has launched its own assurance scheme to recognise the animal welfare and environmental credentials of its milk suppliers.
The Country Life farm standard addresses a number of consumer issues, as well as on-farm efficiency and sustainability.
It adds to the existing Red Tractor farm assurance scheme, but Dairy Crest’s milk procurement director Mark Taylor said a lot of the necessary farming practices were already in place on many farms.
“Our vision is that consumers can have absolute confidence that if they visit a Country Life farm they would see what they expect to see – and that a farmer should find the standards practically achievable, without the addition of unnecessary costs or complexity.”
There will be no price premium for suppliers signed up to the Country Life standard, but Dairy Crest hopes long-term benefits will come through greater consumer recognition.