Country Land and Business Association (CLA), Wales Director, Julian Salmon, has welcomed the announcement by Tesco of measures to support UK dairy farmers by giving them a fairer share of milk prices and an increased choice of local milk as a victory for consumer pressure.

Julian Salmon said: "Tesco's intention to raise the price farmers receive to around 22 pence per litre without penalising consumers is a welcome move. To the dairy industry, as Tesco would say, "every little helps" and this could make a big difference to a lot of dairy farmers. I would very much hope that other supermarkets take note.

"Tesco acknowledged that their customers were not happy with the pressures that dairy farmers were receiving from all sides, and I am particularly pleased that the supermarket has also announced "local choice", a new deal that will provide opportunities for those producers in a position to be able to supply locally branded milk to stores to meet the increasing demand for local produce.

“These moves are a clear indication that the CLA's Just Ask campaign, which encourages consumers to ask where their food comes from, has struck a chord with the public. The CLA asks consumers to keep up the pressure, and just ask where their food comes from, whether they are dining out, grabbing a snack or buying a bottle of milk”

Bridgend milk producer, Rhys Lougher, who received a Highly Commended in the CLA Rural Business Challenge Award last year for his direct sales business, welcomed the move. He told national and regional television that the industry was very heavily weighted in favour of the supermarkets.
"The farmers get the majority share of the profits", he added. "And I think it's fair to say we do the majority share of the work. We work long hours and most of the investment is put in on the farms."

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