Australian dairy farmer Tim Bale is urging consumers to support local producers as supermarket giant Woolworths prepares to phase out the Farmers’ Own milk brand.
The Rise and Fall of Farmers’ Own Milk
The Farmers’ Own brand launched in 2013 after Woolworths signed an agreement with seven dairy farmers from the Manning Valley in New South Wales. The initiative aimed to connect millions of shoppers with milk sourced straight from regional farms, eventually expanding its footprint into multiple states.
However, that direct-to-shelf connection is ending. It is understood that supply contracts between the supermarket chain and participating dairy farmers are scheduled to expire in mid-2027.
“I’m not happy about it, although we’ve been expecting it for a year or two,” Bale told nine.com.au. Bale helped create the brand.
Woolworths Response and Contract Terms
A Woolworths spokesperson confirmed that the company recently consulted its Farmers’ Own dairy suppliers about an upcoming contract expiration. The corporate office stated it would honour existing supply agreements.
“We are working closely with our suppliers and will continue to honour our contract terms, which includes an option for farmers to extend the contract for an extra 12 months,” the Woolworths spokesperson said.
Despite addressing contract renewals, the retailer did not provide a specific date for when the products will leave supermarket shelves, nor did it offer a formal explanation for the phase-out.
Declining Sales and Supply Chain Pressures
Behind the phase-out lies a sharp drop in consumer demand. Bale noted that sales had fallen “dramatically” over the past 12 months, rendering the product line financially unviable for the retailer.
“What they’re saying is it’s not viable,” Bale said. He added that Woolworths was selling the milk oversupply—product not utilized for Farmers’ Own bottles—at a loss.
Customer accessibility also played a role in the brand’s decline. Bale pointed out that the label had received complaints from shoppers who struggled to find the milk consistently stocked on supermarket shelves.
Did you know?
The Farmers’ Own initiative was originally established in 2013 to bridge the gap between regional dairy producers in the Manning Valley and major metropolitan supermarket shoppers.
Consumer Choices and the Future of Local Dairy
As the brand prepares to exit major retail channels, producers are asking shoppers to rethink their grocery habits. Bale encourages consumers to prioritize regional provenance and support local businesses where possible.
“I think people should be choosy,” Bale said. He advised buyers to select better products by keeping in mind whether the source is located just down the road.
Frequently Asked Questions
Why is Woolworths phasing out Farmers’ Own milk?
According to Tim Bale, sales dropped dramatically over the preceding 12 months, making the brand unviable. Woolworths confirmed consultations regarding upcoming contract expirations but did not specify an exact reason for the discontinuation.
When will Farmers’ Own milk disappear from shelves?
Woolworths has not confirmed an exact date for when the products will leave shelves. Existing contracts are understood to expire in mid-2027, with provisions allowing farmers an option to extend terms for an extra 12 months.
What can shoppers do to support local dairy farmers?
Tim Bale encourages consumers to be selective about their grocery purchases and actively seek out local producers whose goods come from nearby regional areas.
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