WAFarmers to tap milk

Agricultural lobby group WAFarmers will launch its own milk brand in November, with proceeds used to support market development in the farming industry.

WAFarmers will receive a royalty from the use of its brand on the milk, which will initially be sold in Coles supermarkets.

More products could follow if milk is a winner with consumers.

President Dale Park said the project would help Western Australian agriculture to stay globally competitive.

“WAFarmers has had this project in the pipeline for quite a while and we are proud to be able to put our name to a product in a way that will bring a direct benefit to local producers,” he said.

The milk will be produced by Harvey Fresh.

Harvey Fresh general manager Paul Lorimer said many consumers wanted to give something back to the community by purchasing locally grown products.

“The exciting aspect of this initiative is that consumers know, at the time of purchasing this milk, they are contributing directly towards farmers in WA,” he said.

“This is a true innovation for the local market and will have a direct benefit for WA agriculture.”

Coles managing director John Durkan said Coles supported the initiative.

“The fact that a portion of the sales will go back to support the industry makes this initiative unique in Western Australia and we hope it will give farmers greater confidence in their future,” he said.

WAFarmers says its membership includes more than 4,200 of the state’s farmers.