Waitrose Launch a Line of Milk Exclusively from Its Own Herd in Hampshire

Waitrose Traditional Milk produced on the Leckford Estate in Hampshire will anon be accessible on the shelves of all 190 branches of the bazaar chain. The new accomplished milk is alleged ‘Traditional’ because it is unhomogenised so that the chrism rises to the top rather than dispersing throughout the milk.

The Waitrose 4,000-acre farm, Leckford Estate in Stockbridge, has a actual peaceful atmosphere and is in an arcadian spot, nestled beside the River Test. Nevertheless, it belies a active agriculture operation which enables the bazaar to put their attempt into practice.

Leckford is allotment of the Waitrose Select Farm Milk Scheme, an industry-leading action which provides barter with top above milk, produced application acceptable practices to assure and enhance the countryside and ensure top levels of abominable abundance and husbandry. In return, farmers beneath the arrangement are paid one of the fairest prices paid by a above retailer.

Waitrose accept that sourcing Waitrose Traditional Milk alone from their 600-strong assemblage of Holstein Fresians will crop barter even afterpiece to area their aliment comes from.

Robbie James, Waitrose Dairy Buyer said: “It’s abundant for our barter to apperceive absolutely area their milk comes from and by sourcing our Traditional Milk from one assemblage we can crop our barter even afterpiece to the origins of their food. Animal abundance is of key accent to Waitrose and at Leckford there has been abundant addition to reflect this and ensure our assemblage are comfortable. Keeping blessed advantageous beasts aswell has a bartering account for us as their milk abundance increases.”

One archetype of an avant-garde admeasurement taken by the bazaar endure year to ensure blessed beasts at Leckford is their £3 actor absorb on a new state-of-the art dairy, which aswell shows the aliment shop’s aplomb in the approaching of the dairy industry.

About Waitrose:
The Waitrose Select Farm dairy ambassador accumulation launched in 1999 and now includes 65 farms bearing top above milk, through efficient, ethical and acceptable agriculture practices. Waitrose has consistently paid one of the market's accomplished prices for milk. By paying a premium, Waitrose enables its dairy farmers to accommodated costs, accomplish a accumulation and reinvest in their dairies.

Waitrose sells over 1,700 amoebic products, over 60 altered types of angle and seafood and added than 100 altered cheeses. The aliment boutique aswell enjoys one of the best reputations for ambidextrous with farmers and suppliers.

Waitrose has 191 branches in its acreage including food in Wales and Scotland and has just been called Britain’s Best High Street Retailer at the Which? Awards 2008 and Supermarket of the Year by the RSPCA at its Good Business Awards in 2008. The food and drink boutique has won added above wine awards than any added banker and was called Supermarket of the Year 2007 at the Decanter World Wine Awards.

PR Contact:
Charlotte Hutley
The SPA Way
4 Leathermarket Street
London
SE1 3HN
0207 403 6900
www.waitrose.com