Seven Lancashire Asda stores have begun stocking locally sourced Bowland Fresh branded milk, produced through a processing and bottling initiative owned by 15 local farmers based in the Forest of Bowland.
The brand has been in Booths for three years and caught the eye of Asda bosses.
One of the farmers involved, Martyn Bristol, said he now received more for his raw milk than he would on the wholesale market. He added: “It’s important that we can work directly with the retailer. I think that’s the way ahead for many farmers.”
Asda local sourcing manager Karen Todd said: “Our number one request from customers is for local products in-store.”
Asda said it would roll out the milk - which costs 68p for two pints - throughout its north-west supermarkets if sales impressed.