Australian dairy farming families have had a tough run since industry deregulation in 2000, compounded in recent years with the major supermarket chains waging their own '$1 a litre' milk pricing wars. But launching their own brands and selling direct has been a boon for some enterprising dairy farmers.
While supermarkets compete over ‘price’, a small band of frustrated dairy farming families have stepped up to the plate to compete on ‘quality’. Their marketing focuses on their distinctive milk flavour, guaranteed organic status and encourages a loyal customer base to shop locally, thus supporting local jobs.
For two NSW families – one at Dubbo in Central West NSW and the other at Grafton on the NSW North Coast – the decision to establish their own milk brands and sell direct to the consumer has paid dividends, with early sales targets met and positive consumer feedback.
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The Furrow: Fight Back