Wildlife brand will pay more premium
Wildlife brand will pay more premium
A WILDLIFE-friendly milk branding scheme has upped its promised 2.7p/litre premium to farmers to 3p/litre.
But the company behind the move has put off its October-planned launch until next February because it claims supermarket interest has been "overwhelming". It is now looking for 300 new farmer suppliers.
The White & Wild milk brand, set up by buying consortium Agri-Trade Direct, has attracted a lot of attention from supermarkets, says managing director, Ken Whitley.
"The Wildlife Trusts will receive 2p/litre for every litre of milk sold. That has interested the multiples, who are keen to promote the environment. We have been surprised by their enthusiastic response but it means we have to be prepared to supply more milk. Most farmers are locked into milk contracts so we have had to delay the launch."
Agri-Trade is still working towards securing a firm supermarket contract but Mr Whitley says he is in talks with the major multiples and believes that orders will be placed by Christmas.
"We have slightly changed the way we plan to distribute the money to the Wildlife Trusts so that donations from regional sales of White & Wild milk will now go directly to support local wildlife. That has given us another marketing edge because supermarket buyers also want to support regional projects," he says.
The White & Wild brand offers a 3p/litre premium to its farmer suppliers, who are committed to spending a proportion of the money on improving their farms for the benefit of wildlife.
The Farming and Wildlife Advisory Group will regulate the improvements carried out. The milk is expected to command a 6p/litre premium at the point of sale.
White & Wild promises a premium for its green image.