THE validity of ‘Western Australia-made’ claims has been called into question as Kirin-owned Lion revealed it has been importing milk from other states but marketing it as locally made.
The milk processor has admitted to WA Business News it has imported the milk because of low local production levels, although the ‘Made in WA’ label on Pura-branded milk has been retained.
It argues that, because the raw milk trucked from other states is processed at its Perth facility, the claim it has been made locally is justified.
“From time to time we need to bring raw milk from interstate to fulfil the consumer demand and manage extreme weather events,” the company said in a statement.
“All Pura milk that includes the statement ‘Made in WA’ is made at our Bentley site in WA and, as such, is not misleading,” it added.
The company is also a major supplier to Woolworths for its private label Select-branded milk, which is also marketed as being WA-made.
Woolworths said it was looking into the issue when queried about the legitimacy of the locally made claims.
Lion indicated consumers would be pleased to know about the milk being processed at Bentley because it supported local jobs and manufacturing.
It declined to say how much milk had been imported, as it was commercial in confidence.
The ‘Made in WA’ tag became part of Pura labels last July when Lion also started promoting the products as permeate free.
Dairy Farmers, Farmers Union, Dare, Big M and Masters products are other products made by Lion.
Coles also markets its private label milk as being made in Western Australia.
Its product is supplied by WA processor Harvey Fresh, which assured WA Business News all raw milk had always been, and would continue to be, sourced from local farmers.
The state’s third major processor, Brownes, also confirmed its products were made from raw milk produced by WA farmers.
The company went through a significant rebrand late last year, placing emphasis on its dedication to supporting WA farmers and only using locally produced milk.
Brownes managing director Ben Purcell said it was reasonably common knowledge that milk was imported but such information needed to be given to consumers to educate them on the supply chain.
“Certainly in WA people want to support Western Australian products, so having products that are made (here) is an attractive thing for consumers,” he said.
