It said the accumulating and mounting competitor market pressure meant they needed to reduce the price for April
Barbers has announced a 1ppl drop from April 1 to 28.05ppl for its Barber’s Assured standard litre price.
In a letter to farmers it said it had hoped, with 2018 dairy markets have recording ’some signs of
improvement’, it could hold its March price through April.
"Unfortunately this has not been possible due to the significant change in the competitive position for March, with the Barber’s price now at a premium of 2.80ppl above a major competitor."
"Barber’s, as farmers themselves, completely understand that this further reduction is incredibly disappointing.
"Whilst understanding the impact on farm of this latest reduction, retaining our sales competitiveness also remains vital for the longer term sustainability of our supply chain and ultimately milk price delivery longer term."
But it said its milk price for the rolling 12 month period including April 18 remained the UK’s leading ‘milk for cheese’ price at 30.43ppl.
It added it would keep its pricing under constant review and ’hope that the encouraging signs of market improvement can be sustained to provide the necessary foundations for improvement’.