Tesco introduces 'localchoice' milk to benefit local dairy farming families

FARMERS across West Somerset and Exmoor are set to benefit from a new milk product being sold by Tesco supermarkets.
The company has launched ‘localchoice’ milk in its stores in England and Wales, including its Minehead supermarket.
In partnership with Dairy Farmers of Britain, it is offering shoppers milk which is sourced from local farms.
Somerset is one of 14 country or regional variants of the milk which are available in what is a first for any national supermarket firm in Britain.
The ‘localchoice’ milk is available alongside standard milk, but at a slightly higher price - which means smaller, local producers can make returns more in line with the proportionately higher cost of running their business.
Tesco will also pay a premium to these farmers over and above the rate it pays to farmers who supply their standard milk, meaning ‘localchoice’ suppliers receive up to 23p per litre, one of the highest prices paid to producers anywhere in Britain.
Tesco chilled food director Kari Daniels said: “Many of our customers have told us they want us to make it easier for them to be able to buy food which is genuinely local to their area.
“Localchoice will not only reduce food miles but will also provide confidence to shoppers that if they buy a local product, they are helping their local economy and local suppliers, particularly small, independent family farmers.
“This milk does cost a bit more than our standard milk but shoppers will know that small and family farmers local to them are directly benefiting from this extra income.
“In this way, we are giving our customers the choice to be able to support, through their own buying decisions, the type of farming they want to sustain into the future.”
Dairy Farmers of Britain group commercial director David Potts said: “Consumers can support small and family owned farms from their region through purchasing ‘localchoice’ milk.
“The product will be sold at a relatively small premium to standard milk and will initially be available in the four-pint size carton priced at £1.23.
“This new initiative is right in line with what consumers tell us they want – which is to support quality local foods.”
Localchoice is part of a £25m annual investment by Tesco to support the British dairy industry.
As well as bringing a higher price to local producers, ‘localchoice’ also means Tesco can enjoy closer relations with its dairy farmers.
Localchoice farmers should be closer to the Tesco dairy team to share knowledge and understand consumer trends.
They will also be able to take part in Tesco local marketing initiatives, such as sampling in stores.
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