Regional retailer Booths released milk sales figures today that it says shows their customers are committed to paying a fair price to farmers.
The move comes as protests continue into the price dairy farmers are paid for milk by major supermarkets.
In May 2014 Booths launched its Fair Milk scheme, pledging to always pay the highest market price to farmers.
All own label milk at Booths is traded as Fair Milk.
Sales of Fair Milk at Booths have seen a five per cent growth in the last four weeks, outperforming the market which saw just 0.3 percent growth as a whole.
The market price paid to farmers is collected by an independent price comparison consultancy, milkprices.com, which monitors the farmgate prices of the major UK supermarkets. Booths review the market price regularly, to ensure that it is always paying its farmers more than their supermarket rivals.
Currently Booths pay 33p per litre, the highest price in the market – 10 p per litre more than Asda and Morrisons, and 1.02p per litre more than Waitrose.
Chairman Edwin Booth said, “The retail industry’s obsession with price wars is destroying the dairy industry. If we continue to neglect our supplier base; this will have long term ramifications for the wider rural economy.”
North Yorkshire farmer Edward Booth (no relation) who supplies Booths explained that the Booths Fair Milk scheme has changed the fortunes of his family farm and allowed him to invest in the business for future generations.
He said: “The benefit of an assured “fair price” for our milk not only sustains the livelihood of the farmer, but also the welfare of our livestock.”