Asda to sell Pasture Promise free-range milk

Asda has become the first of the big four supermarkets to stock free-range milk carrying a Pasture Promise in stores.

The UK’s third largest supermarket will stock 70,000 litres of free-range milk a week, across 109 stores, from tomorrow (1 March).

The pasture promise guarantees consumers that the milk comes from cows who have grazed a minimum of 180 days outdoors and that producers have been paid a sustainable price.

See also: Analysis: Free-range milk – separating fact from fiction

Asda will offer semi-skimmed and whole milk varieties, costing 90p for one litre and £1.40 for two litres.

The free-range milk is 20% more expensive for than Asda’s standard one litre price and 51.5% higher for the two litre bottle, but remains cheaper than Asda’s Yeo Valley organic alternative.  

Milk will be sold as part of the Free Range Dairy Farmers brand, which sources milk from its network of producers in Gloucestershire and is processed by Cotteswold Dairy.

Neil Darwent, whose not-for-profit Free Range Dairy licences the Pasture Promise logo, said he was absolutely delighted by Asda’s announcement.

“This is huge, it’s by far the biggest adoption of free-range milk by a major retailer so far,” said Mr Darwent.

“We are delighted that Asda have made this commitment to supporting our efforts to engage farmers and consumers and raise awareness of the role farmers and cows play in delivering great tasting British milk.

“We have so many people around the country asking us where they can buy free-range milk carrying the Pasture Promise logo, and Asda will now enable them to make a more informed choice about the provenance of their milk.”

Asda plaudits

He added, “I must say Asda have been fantastic throughout this process. They have really seen this as a way to support British family dairy farms and promote our message.”

It was now down to consumer demand to dictate whether Asda stock more of the milk, and Mr Darwent admitted an upsurge in producer interest meant the brand would soon have the capacity to produce double Asda’s initial volume.

“It’s up to us to grow opportunities for everyone and restore value to farms.

“There’s plenty more to come and some exciting meetings in the pipeline – watch this space.”

Customer demand

Although interest in free-range milk burgeoned following an edition of Jamie and Jimmy’s Friday Night Feast TV programme (20 January), Asda had already been in negotiations to stock Pasture Promise milk as a result of customer demand.

“Customers are becoming increasingly concerned with understanding the provenance of the food they purchase, the health and wellbeing of the animals and people involved in the production,” said Asda senior buying manager for milk Jenny Cannon.

“Through the launch of Free Range Dairy Farmers milk, Asda will be giving customers a choice about the milk they wish to purchase and the farming system they wish to support.”

The announcement will stoke anxieties that the nature of promoting free-range milk criticises indoor dairy farming systems, as highlighted by the Channel 4 program.

Best of British 

Chairman of the NFU Dairy Board, Michael Oakes, was careful to avoid pitching one system against another.

“Part of the NFU Dairy Board strategy is promoting the best of British at home and abroad and we would urge any new brands to focus on positive, constructive messaging that promotes dairy.

“No matter what system farmers choose, it’s about happy, healthy cows, which are vital to producing high-quality dairy products.

“It is positive to see a new brand of milk launched.

“There have been a number of new brands in recent years and it’s good to see more differentiation and consumer choice in the milk aisles.”