A new cooperative and milk brand has been unveiled by a Northumberland dairy farmer and agricultural entrepreneur.
Peter Crawford is behind Free Range 180, launched as part of an initiative to help dairy farmers receive a better price for their milk and they will be paid 3p to 4p per litre above their current pricing.
Participating farmers will receive a premium milk price, for a premium milk product, equating to an additional £30,000 to £40,000 per annum for every one million litres sold.
The cooperative concept is based upon members grazing their cows outside at grass for a period of six months or 180 days. Free Range 180 will be offered in whole milk, semi-skimmed and skimmed varieties with the brand being processed by Lanchester Dairies.
The supplying dairy farms involved have to comply with a series of stringent requirements including environmental, ethical and animal welfare-conscious aspects as part of the scheme.
One of the animal health aspects of the Free Range 180 brand relates to the Five Freedoms – which ensures that animals are free from hunger, thirst and discomfort, among other things – and participating dairy producers are bound by the strict code.
Mr Crawford, from Stocksfield, said: “Consumers want to know animals lead a healthy and comfortable life and are able to graze freely in a natural environment. We aim to connect with consumers and establish a premium milk brand that the public trusts.”
The company hired PR marketing professional and dairy industry expert Bruce Jobson to create the brand name, concept, overall design and the Free Range 180 logo.
Hannah Sophie Mackay, 18, from Alnwick, was used to promote the brand.