The brand means a four pint bottle (2.27 litres), which now sells for 89p, will cost an extra 23p. You can read more about Milk for Farmers here.
NFU comment
Dairy board chairman Rob Harrison said: “We are pleased that Morrisons has acknowledged the desperate situation that many dairy farmers still find themselves in and recognise that retailers have a big role to play in, helping customers to support the UK dairy sector.
“Research from Mintel revealed over half of people who drink cows milk, would be prepared to pay more than £1 for a four-pint bottle of milk, as long as it is dairy farmers that benefit. This new initiative will enable them to do just that. The 10p a litre extra will go directly back into the dairy sector will make a difference on farm. Morrisons has also introduced a ‘Milk for Cheese’ initiative, and in August introduced a floor price across all own-label liquid milk.
“It is still an extremely tough time for many dairy farmers as we move into the autumn/winter period. The NFU will continue to meet with Morrisons, other retailers, food service and food manufacturing companies to discuss how they can help achieve fair and sustainable relationships throughout the dairy supply chain for the long term.”