Asda in Cambridge is leading the way when it comes to free range dairy farmer’s milk with the city’s store being one of the first to stock the new product.
It comes after customers’ responded to celebrity chef Jamie Oliver, who grew up in Clavering near Saffron Walden, and Jimmy Doherty drawing attention to the milk choices available in their latest series of Channel 4 show, Jamie and Jimmy’s Friday Night Feast.
Free range dairy milk comes from cows that enjoy the freedom to graze in fields for at least six months of the year compared with the more intensive operations where cows are sometimes confined indoors all year round.
Asda listened to feedback from its customers who wanted more information about the kind of farms their milk comes from – and decided to introduce a new product to its existing range.
Most dairy farmers graze their cows for part of the year; however, there are currently no guidelines set by the industry to specify the number of days and nights a cow should be kept outdoors.
As part of its customer research into the demand for free range milk, Asda has identified stores where there is a high level of interest in organic products and so will initially put 70,000 litres of free range dairy farmer’s milk on shelf every week in 109 stores from March 1.
There will be semi-skimmed milk available in one and two litre bottles and unhomegenised whole milk available in one and two litre bottles.
Jenny Cannon, senior category director for milk at Asda, said: “We’re launching free range dairy farmer’s milk because it’s the right thing to do for our customers. We want to provide ranges for our customers that offer them great price, quality and choice.
“We’re excited to have the opportunity to work with the Free Range Dairy Network on free range dairy farmer’s milk and hope our customers love it too.
“We will be monitoring demand for the milk in all stores and will work closely with the Free Range Dairy Network to make sure the milk is available to as many customers as possible.”
The Free Range Dairy Network licences the ‘Pasture Promise’ logo which will appear on free range milk bottles in Asda, which tells customers the milk they’re buying meets its grazing standards.
Source: Cambridge News