Arla to use new farmer-owned label on retail products
© Tim Scrivener Arla Foods UK will use a new “farmer-owned” label on its Arla-branded products from the autumn.
Carrying the words “farmers owned – care in every step from cow to you”, the label will appear on Arla brands such as Anchor and Cravendale.
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It would offer consumers the opportunity to easily identify and trust that when they bought Arla-branded dairy products they were responsibly sourced from a farmer-owned business where all the profits went back to its owners, said the co-operative.
“While we cannot reverse the global factors it will play an important role in minimising the impact of this downturn and ensure that our business is in a strong position for when markets start to recover.”
Ash Amirahmadi, Arla
“Our farmer-owned marque is the natural step following on from our Support Our Farmers campaign and the launch of the Arla brand earlier this year,” said Ash Amirahmadi, head of milk and member services.
“While we cannot reverse the global factors it will play an important role in minimising the impact of this downturn and ensure that our business is in a strong position for when markets start to recover.”
In parallel to the launch, Arla has invited its 3,000 British farmer owners to meetings to express their concerns and ideas regarding the promotion of the benefits of purchasing dairy products produced by a farmer-owned co-operative.