SUPERMARKET giant Woolworths is expected to release a premium local milk brand in WA in coming months, but won't confirm if it has signed up any WA producers to supply the range.
Woolworths last year trialled the Farmers' Own premium product line when it signed up a small group of dairy farmers on the New South Wales mid-north coast to fill the brand under direct supply contracts.
Farmers' Own was marketed to customers as a quality, un-homogenised and locally produced home brand product, priced between discounted and conventional brands.
After successfully trialling the program, Woolworths announced it would commence a full scale roll out of the range to more than 200 NSW supermarkets by May this year.
At the time, the company revealed it would consider introducing a new local milk range in Queensland and WA.
Speaking to Farm Weekly last week, a Woolworths spokesperson said the company was still looking at the scheme and would not confirm whether any WA dairy farmers had been signed to direct contracts to supply the brand.
The spokesperson said Farmers' Own had been very successful in NSW and the decision to consider launching the brand in WA did not come down to concerns over milk supply in WA.
Woolworths said milk procured under the program would account for a relatively low volume in comparison with its Select home brand milk.
"We have had a very successful scheme in NSW, we've always said we would look at WA and we are doing that," the spokesperson said.
"We would love to bring what is a great product that our customers love to other States and we are looking at how we might do that in WA."
