ASDA CELEBRATES TWO YEARS OF DEDICATION TO BRITISH DAIRY FARMERS
ASDA today (Wednesday, 18 October 2006) celebrated the second anniversary of its direct relationship with British dairy farmers. The supermarket confirmed it has paid out nearly £6m extra to producers as a result of the deal, which entitles farmers to a 1p per litre premium above and beyond the Arla base price*.
ASDA also took the opportunity to welcome Sainsbury's decision this week to follow its lead and start working directly with dairy farmers rather than sourcing milk from an anonymous pool of producers.
ASDA has consistently challenged other retailers to follow its lead and adopt the NFU's Vision for the Dairy Industry. Two years ago the supermarket appointed Arla to become its sole supplier of fresh, liquid milk. As a result a dedicated group of 550 producers, the ASDA Farmer Partners, began supplying the retailer with all of its fresh, own label milk for ASDA stores in Great Britain.
All of the participating farms are located close to the dairies that process their milk - this ensures ASDA’s milk only comes from cattle that graze on nearby farms. ASDA estimates that the switch to using dedicated farmers has saved around five million road miles a year.
Chris Brown, head of ethical and sustainable sourcing said: "We're completely open about what we pay our farmers, while most of our competitors still prefer to keep their prices under lock and key. By having a group of dedicated farmers who supply all our British milk, we're able to pay them more, charge our customers less, and reduce the distances our milk travels around the country.
"We welcome Sainsbury's announcement to follow our lead, and hope other supermarkets will now do likewise."
To celebrate the second birthday of the partnership ASDA is offering its customers the chance to win a 1.6 Mini Cooper in a unique black and white Friesian cow design worth £15,500 (the same amount of extra money each ASDA dairy farmer earns every two years through the premium it pays for its milk).
The winner of the car will also receive £1,000 towards the first year’s car insurance, and there are 200 runners-up prizes of 100 Country Cow festival cow tents, worth £50 each and 100 Country Cow kids’ sleeping bags worth £20. To enter simply log on to www.asda.com and complete an online entry form, closing date is midnight on 13th November 2006.