WOOLWORTHS Farmers' Own milk has hit the shelves of 89 supermarkets across WA bringing Margaret River milk direct to the consumer.
As revealed exclusively by Farm Weekly, the Farmers' Own brand will be supplied by the Evans family, Busselton, and the Noakes family, Forest Grove.
The Farmers Own' Margaret River milk label will feature images of both farming families and celebrates the connection between the farmer and the consumer.
Woolworths is buying the premium product directly from farmers and selling the permeate-free milk in full cream, Hi-Lo homogenised and full cream unhomogenised milk varieties.
Ian and Helen Noakes, who made the change to supplying Woolworths after supplying Brownes for 25 years, said the move had given them "confidence" that their sons could have a future on the farm.
"There is a movement from people to want food as fresh and untouched as possible," Mrs Noakes said.
"I think that the world is beginning to realise that the food that is the most raw and untreated is the best for us.
"Every other brand of milk has something taken out and added in, but this milk is exactly as it comes out of the cow and we're proud to bring it to people."
Mr Noakes said the unique labelling on Farmers' Own Margaret River was a great reminder to consumers and farmers that there were people at each end of the chain relying on the product's quality.
"The consumer can feel happy that they are getting a very good product, as good as it is for us on the farm," he said.
The WA launch of the Farmers' Own brand follows great success in New South Wales where Manning Valley dairy farmers' milk has been well supported by consumers in more than 100 stores.
Woolworths also told Farm Weekly that Queensland and Victoria consumers can expect Farmers' Own milk to appear in Woolworths stores by the end of the year.
Woolworths fresh food general manager Ziggy Kwarcinski said the opportunity to offer Farmers' Own to WA was great.
He said the story behind the milk would help reach consumers who wanted to buy and support local produce.
Agriculture and Food Minister Ken Baston attended the launch at Woolworths Subiaco and said the milk line was taking consumers back to a time when milk was delivered in its natural state to the doorstep, complete with the cream on top.
He said he had already seen people sourcing Farmers' Own Margaret River milk above other brands and hoped this trend would continue.
"Traditionally the producer was too far away from the retailer and Farmers' Own is bridging the gap and connecting the producers with the retailer and the consumers," Mr Baston said.
"It sets an example that people want good food, people want the best we've got to offer and they're willing to pay a premium price for it.
"It has certainly struck a chord being milk like we used to have, but also having a local connection."
Woolworths Farmers' Own Margaret River milk will sell for $3.45 for a two litre container of whole milk and $3.29/2L bottle for the reduced fat product.
