A NSW dairy farmer is calling on Australians to support local producers as supermarket giant Woolworths prepares to phase out Farmers’ Own milk.
Tim Bale helped create the farmer-focused brand, which supports producers and their families.
Tim Bale helped create the Farmers’ Own brand. Supplied
The initiative was created in 2013 when Woolworths signed a deal with seven farmers from the Manning Valley in NSW.
The brand directly linked millions of Australians to the dairy farmers and milk straight from their farms.
The business expanded to multiple states over the years.
It is understood some contracts between the supermarket giant and dairy farmers are set 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.
A Woolworths spokesperson said the company would honour its current supply contracts with farmers.
“We recently consulted our Farmers’ Own dairy suppliers about an upcoming contract expiry,” the spokesperson said.
“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 company did not confirm a date for when the products would leave the shelves or provide a reason for the phase-out.
However, Bale said sales had dropped “dramatically” over the past 12 months.
“What they’re saying is it’s not viable,” he said.
Bale said Woolworths was also selling the milk oversupply, which wasn’t going into Farmers’ Own products, at a loss.
He also said Farmers’ Own had received feedback from some customers about not being able to find their milk on the shelves.
As the brand leaves the major supermarket, Bale is encouraging shoppers to know where their food comes from and support local producers where possible.
“I think people should be choosy,” he said.
“Pick the better products, knowing ‘well, it’s just down the road’.”