Farmers Guradian
Topics
How to spot BSE and what farmers can do to prevent it

How to spot BSE and what farmers can do to prevent it

DataHub

DataHub

Dairy Farmer Magazine

Dairy Farmer Magazine

Auction Finder

Auction Finder

CropTec

CropTec

LAMMA 2019

LAMMA 2019

You are viewing your 1 free article

Register now to receive 2 free articles every 7 days or subscribe for unlimited access.

Subscribe | Register

'I really think they have a big problem monitoring it' - Arla organic free range milk claim 'disappointing'

Free Range Milk Network founder Neil Darwent has expressed his disappointment after Arla released television advertising ‘dialling up’ its organic milk’s free range credentials.


Alex   Black

TwitterFacebook
Alex   Black
TwitterFacebook
Share This

'If you are going to brand something you need standards' - Arla organic free range milk claim 'disappointing' #teamdairy

As part of a new £5 million marketing campaign, Arla has launched a television advert and rebranded its organic milk to Arla Organic Free Range Milk, with the claim cows which produced it were outdoors for on average 200 days per year ‘whenever conditions allow’.

 

Tomas Pietrangeli, managing director of Arla Foods UK said: “We believe there is significant headroom to grow the organic milk category and make organic milk more accessible to our consumers.

 

“Our new advertising campaign, emphasising the free range claim, will help people to further understand the benefits of organic, encouraging them to trade up from standard fresh milk to organic”.


Read More

Arla increase sees September milk price push above 30ppl Arla increase sees September milk price push above 30ppl
August milk price rises are ‘about time’ as dairy farmer patience 'wears thin' August milk price rises are ‘about time’ as dairy farmer patience 'wears thin'
British adults shun dairy farm labour - sector could be threatened if EU labour cut British adults shun dairy farm labour - sector could be threatened if EU labour cut
Dairy farmers have a 'wrestle on their hands' to get milk prices higher Dairy farmers have a 'wrestle on their hands' to get milk prices higher
Dairy shift needed to stop 'boom and bust' culture amid warnings of Christmas shortages Dairy shift needed to stop 'boom and bust' culture amid warnings of Christmas shortages

Disappointed

 

But Mr Darwent said he was a ‘bit disappointed’ by the move.

 

“My frustration is we are making the opportunity for other farmers. I wanted to secure freedom for cows and I wanted to recognise and value small, traditional family farms.”

 

“I wanted to give consumers a choice,” he said.

 

Criticism

 

He criticised the use of the 200 days figure and the vagueness of allowing cows out ‘whenever conditions allow’.

 

“If you are going to brand something you need standards. I really think they have a big problem monitoring it and that is why we have set up a minimum number of days.

 

“Even if they do graze cows, it needs to be assessed. There is no definition of free range, it is a nice fluffy message.”

 

Finn Cottle at the Soil Association said organic milk was ‘always free range’.

 

“It is great to see that organic is becoming the natural choice for British consumers, with one in four households purchasing organic milk. We look forward to seeing the growth accelerate in the future”.

 

Trading down

 

NFU dairy chairman Michael Oakes said he thought the free range movement should take the move as a compliment as it meant processors were worried about the success the brand had seen.

 

“Free range milk having been launched seems to have dented sales of organic. It is directly in response to the fact consumers have traded down,” he added.

TwitterFacebook
Post a Comment
To see comments and join in the conversation please log in.

Most Recent

Facebook
Twitter
RSS
Facebook
Twitter
RSS