Woolworths dumps Farmers' Own milk brand

Woolworths is discontinuing its Farmers Own milk brand in Australian supermarkets, according to a recent announcement. The brand, which was created by Woolworths and sold in its stores, aimed to provide farmers with a better deal. Dairy farmers are calling for genuine support to combat the decline of the industry. The specialty milk brand, now being phased out, will be removed from shelves in South Australia and will leave supermarkets in Western Australia, Queensland, New South Wales, and Victoria by 2027.

One affected farmer, Tim Bale from northern New South Wales, expressed sadness over the discontinuation of the brand. He noted that it is challenging for consumers to support farmers when presented with cheaper alternatives. Woolworths has assured farmers that current supply contracts will be honored and has given suppliers the option to extend contracts for an additional 12 months. However, the company has not disclosed the reasons behind the decision to phase out the brand.

Dairy farmer Tim Bale explained that the oversupply of milk not going into Farmers Own was being sold at a loss, which, combined with decreased sales and lack of marketing, made the brand unviable for the company. He emphasized that at the moment, no one is interested in purchasing more milk, making it difficult for farmers to maintain prices.

Australian Dairy Farmers president Ben Bennett criticized the brand as a "token exercise" meant for PR purposes rather than providing meaningful financial improvement to the Australian dairy industry, which has been in decline for the past 20 years.