Woolworth’s Axes Farmers Own Brand: A Disappointment for Dairy Farmers Nationwide

Woolworths, the acclaimed supermarket chain, is gradually discontinuing its Farmers’ Own milk brand. This specialized product line will be eliminated from all national supermarkets as the existing contracts with suppliers reach their conclusion.

The Farmers’ Own brand has already been removed from the supermarket shelves in South Australia. It is set to vanish from the stores in Western Australia, Queensland, New South Wales, and Victoria by the upcoming year.

The Brand’s History and Evolution

Farmers’ Own was first introduced to the market in 2013 as an initiative to aid and support Australian dairy farmers. It offered a platform for suppliers to negotiate better deals, thus fostering a stronger Australian dairy market.

Tim Bale, a dairy farmer who was pivotal in establishing the brand, expressed his disappointment at its phasing out, observing that consumers are now left with the difficult choice between supporting local farmers and opting for cheaper milk alternatives.

According to Bale, declining sales and limited marketing efforts made the brand increasingly challenging to sustain. An oversupply in the dairy market also exerted additional strain on processors and farmers.

The Supermarket’s Response

In response to the forthcoming end of the Farmers’ Own brand, Woolworths stated that they had recently consulted with the dairy suppliers about the impending contract expirations. The supermarket will honour existing contracts, and some suppliers have the option to extend their contracts for an additional year. Woolworths has not revealed why they have chosen to discontinue the brand.