Woolworths is phasing out its Farmers’ Own milk brand, with the specialty range to disappear from supermarkets nationwide as existing supplier contracts expire.
The retailer has already removed Farmers’ Own from shelves in South Australia, with the range set to leave stores in Western Australia, Queensland, New South Wales and Victoria by next year.
Launched in 2013, Farmers’ Own was positioned as a way for shoppers to support Australian dairy farmers by offering suppliers a better deal.
ABC News cited dairy farmer Tim Bale, who helped establish the brand, that withdrawal was disappointing, particularly as consumers continued to face a choice between supporting farmers and buying cheaper milk.
Bale said declining sales and limited marketing had made the brand increasingly difficult to sustain, while oversupply in the dairy market was adding pressure on processors and farmers.
Woolworths said it had recently consulted Farmers’ Own dairy suppliers about upcoming contract expiries and would honour existing agreements. Some farmers have the option to extend their contracts for a further 12 months.
The supermarket has not disclosed why it decided to discontinue the brand.
