WAFARMERS has announced it will launch its own brand of milk in conjunction with supermarket giant Coles and multinational dairy processor Parmalat.
Milk carrying the WAFarmers brand will be available in Coles supermarkets later this year.
The brand name has not yet been announced but WAFarmers says the concept will benefit of local farmers.
The landmark initiative will see a portion of proceeds from sale of the milk used to support the State's farming industry, including through market development.
WAFarmers president Dale Park said the initiative was part of its core business to look after WA farmers.
Mr Park said it was a new area of operation for the organisation.
He said finer details were still to be worked out, including the price of the milk for the consumer and how much of the profits would go back to support the industry.
This information will be announced at the product's official launch on November 19.
Mr Park said the initiative would ensure WA farming remained internationally competitive and retain its reputable high standard.
"WAFarmers has had this project in the pipeline for quite a while and we are proud to be able to put our name to a product in a way that will bring a direct benefit to local producers," he said.
"Another thing we want to do is have a fund to explore new market opportunities and better marketing... but we are still working out the finer details."
The initiative has been made possible through a partnership with processor Harvey Fresh (now owned by Parmalat) and milk will be available in about 80 Coles supermarkets in WA.
Harvey Fresh general manager Paul Lorimer said it understood consumers' desires to purchase locally-grown produce and give something back to the WA farming community.
"The exciting aspect of this initiative is that consumers will know, at the time of purchasing this milk, they are contributing directly towards farmers in WA. This is a true innovation for the local market and will have a direct benefit for WA agriculture," Mr Lorimer said.
Coles managing director John Durkan said Coles was delighted to support the initiative.
"The fact that a portion of the sales will go back to support the industry makes this initiative unique in WA and we hope it will give farmers greater confidence in their future," Mr Durkan said.
The milk brand will be launched at the Heart of WA gala dinner, a celebration of WA's excellent produce, to be held at HBF Stadium in Mount Claremont.