First Milk launches on-farm vending machines

Farmer-owned co-operative First Milk is launching a direct sales initiative through on-farm vending machines.

The processor’s new venture will offer a franchise of self-service machines selling milk, dairy and produce at sites across the UK.

Products will be sold under the “Golden Hooves” brand and the first site is due to open in Derbyshire by the end of April.

See also: So you want to… set up a milk vending machine?

Potential franchisees will be assessed depending on several factors, including location and the long-term goals of the farmer member.

Some of the considerations for suitable locations include parking, population density and proximity to other sites.

A First Milk spokesperson said based on conversations with members who already have on-farm vending machines, a successful operation can be expected to make a meaningful contribution to farm income.

© First Milk

The new brand focuses on regenerative agriculture, with the sites based on farms that are using these methods, such as building organic matter and carbon sequestration.

Chief executive Shelagh Hancock said consumer interest in food provenance is growing, with consumers wanting to shop locally, knowing that food has been produced in a way that protects and enhances animal welfare, mitigates climate change and improves biodiversity.

Ms Hancock said: “It will offer members that are interested an opportunity to diversify their farming businesses in an easily accessible, supported way and will provide returns for all members as we start to sell our products to a wider audience.”