We are delighted to announce that from today, Asda are extending the offer of Free Range Dairy Farmers milk to more stores, following a positive reaction from customers who have been campaigning for the milk to be available in their area.
Asda launched Free Range Dairy Farmer’s Milk in to 109 stores in March this year, after customers’ responded to celebrity chefs Jamie Oliver and Jimmy Doherty call for milk bearing the Pasture Promise logo to be available in supermarkets everywhere, in their Channel 4 show, Jamie and Jimmy’s Friday Night Feast. The milk has been a huge success, showing customers really do demand more choice when it comes to the milk they put in their shopping trolleys. From today Free Range Dairy Farmers milk will be available in 367 stores and will now reach many people in Wales and Scotland who have contacted us asking where they can buy it. You can find a full list of the Asda stores stocking the milk here.
Up until now, four farmers have been supplying Free Range Dairy Farmers milk, but Asda’s commitment to offering more customers the chance to choose milk from cows free to graze for 180 days and nights a year, means another five producers will now have the chance to win recognition and reward for their traditional farming system. We would like to take this opportunity to thank people everywhere who have been asking for the Pasture Promise logo when they buy milk. Please keep on asking wherever you shop. Details of how you take action and contact your local stores can be found here.
Jenny Cannon, Senior Buying Manager for Milk at Asda, said: “When we initially launched the milk in Asda we said we would monitor customer demand, with the aim to make Free Range Dairy Farmer’s Milk more widely accessible, if that’s what customers wanted. The reaction to the milk has been fantastic and we’re so pleased that we can now bring a Free Range milk option to even more customers across the UK. We’ll be increasing the amount of milk we’re currently taking from farms in the Free Range Dairy Network by over 300%, which is great news just two months after launch.”
We have already seen a significant growth in demand for free range milk in the wake of Asda’s decision to stock the milk, as more consumers become aware that not all milk is the same. We hope that their decision to stock Free Range Dairy Farmers milk in another 258 stores, will help us to create new opportunities for other farmers and dairy businesses we work with around the country. You can find details of Pasture Promise free range milk suppliers in your area on our ‘Where to Find’ map.