17th October 2014
Lion Dairy & Drinks today announced that, since switching its Dairy Farmers milk packaging in Far North Queensland to ‘Malanda Original Milk’, overall retail sales have increased by 2%. This represents almost 5,000 litres of additional volume per week, and is a significant sign of support from the local community.
The initiative, launched in July, was designed to recognise the farming families who supply fresh white milk for the Dairy Farmers brand, with every drop of Malanda Original Milk sourced from over 50 dairy farmers across the region.
The new-look packaging came on top of a record milk price increase of 5 cents per litre Lion introduced for Dairy Farmers Milk Cooperative suppliers in Far North Queensland. This increase took Lion’s weighted milk price in Far North Queensland to 59.3cpl, which will deliver an estimated increase of $2.5 million this year in farmgate payments across the Malanda dairy region.
James Geraghty from the Dairy Farmers Milk Cooperative said: “We’re really pleased to have Malanda back where it belongs on the Dairy Farmers milk packaging. It’s something we’ve been wanting for some time and to see the community supporting it and getting behind the local industry is a good news story for dairy farmers in the region.
“Dairying is a community business. All the farmers are local, the drivers that pick the milk up are local, as are the staff at the factory in Malanda and the vendors that deliver the milk. The flow on of our spending helps support the local community,” he added.
Marketing Director of Lion Dairy & Drinks, Nicola Richardson, said “Today, we are thanking the community in Far North Queensland who have got behind Dairy Farmers Malanda Original Milk since the pack change and farmgate price increase we implemented in July.
“A retail sales increase of 2% represents almost 5,000 litres of additional milk sold per week, which is an outstanding result in a highly competitive category like white milk.
“And of course, since the record price increase Lion introduced in July, local farmers have been earning 5 cents more on every litre of milk produced.
“We want to thank the local community, who are supporting Far North Queensland farmers by buying Dairy Farmers Malanda Original Milk. With your support, we will ensure that the local dairy industry has a bright future, and that consumers from Cape York to Mt Isa and down to Mackay can continue to enjoy the goodness of fresh, local milk every day,” Ms Richardson concluded.
For more information:
Tegan Flanagan Lion External Relations
0419 949 767