Morrisons has responded to the current milk price crisis by announcing the launch of a new milk brand that will pay farmers an extra 10p/litre.
The Milk for Farmers brand, which will go on sale this autumn, will sit alongside the supermarket’s standard-priced own brand milk.
NFU president Meurig Raymond said the move was a “welcome first step” and he urged other supermarkets to follow suit.
But critics have labelled it a “PR stunt” because it will not alter the “unsustainable” price the supermarket pays farmers for their milk.
Farmers Weekly has put together some reaction from farmers to Morrisons’ milk move in Storify.