Farmer's Own Milk proves to be toast of the town for consumers

Dairy farmers supplying Woolworths supermarkets directly under the Farmer’s Own brand wrapped up a successful 2-day marketing conference in the Barossa Valley, South Australia.

Produced by a small number of select farmers from some of Australia’s premier dairying areas, Farmer’s Own milk is minimally processed and as a result the composition of the milk often varies with the seasons. 

Conference participants heard that “Farmer’s Own has become a popular choice with consumers for its fresh-from-farm flavour and is now a well-established Woolworths brand.  “Farmer’s Own”  has now progressively launched in almost all states over the last three years, with South Australians most recently having access to this quality milk when we commenced supplying Woolworths nine months ago,” said Andrew Koch, who chairs the Barossa supply group.   

“As home of Australia’s provenance-based wine and food revolution, the world-renown Barossa Valley proved to be the perfect backdrop for the first national Farmers’ Own conference”, Mr Koch said. 

“Farmers were very motivated hearing from speakers including  Ann Maroney from Barossa Tourism, Steve Henschke from Henschke Estate wines and Victoria McClurg, CEO of the Barossa Cheese Co., who offered real insights into the marketing of fine food products with a particular provenance,”  said Tim Bale, one of seven NSW dairy farming families attending the conference.

The conference considered marketing plans and focussed on promotional activities that participating farmers could consider in their local communities, as well as using various social media channels to further promote the brand.

“In what is a first for Woolworths when it comes to milk, the supermarket works directly with farmers rather than going through the traditional processor-middleman,” said Mr Bale,.   

“We know that customers are keen to see farmers get a fair price for their produce, and our direct relationship with Woolworths is delivering exactly that,” he added.

“This relationship gives the farmers end-to-end transparency from shed to shelf, a longer term contract and a much closer relationship with customers – so it is a win:win outcome for everyone.”

Farmer’s Own dairy farmers are also located in the Mary Valley in Queensland, the Manning Valley in NSW, the Otways region of Victoria and  in WA’s Margaret River district. The milk is available in three varieties; full cream and reduced fat homogenised milk and full cream unhomogenised milk with the cream on top.  Farmer’s Own milk is only available from Woolworths supermarkets.

For further information please contact Andrew Koch on 02 8885 1033 or Tim Bale on 0427 535 511