golden hooves

Source: First Milk

Each farm involved in the initial rollout uses regenerative methods on its land

First Milk has unveiled Golden Hooves, a technology-led brand of on-farm vending machines offering milk, dairy and produce.

It will appear in late April in Derbyshire, with plans to roll out to sites across the UK.

Golden Hooves would provide “quality, ethical and sustainable produce” locally to consumers through self-serve machines on farms where milk is produced, First Milk said.

Each farm involved in the initial rollout uses regenerative methods on its land. This is central to the new brand’s proposition, which aims to represent the role livestock plays in improving for soil health, building organic matter and sequestering carbon, while supporting crop growth.

Golden Hooves would enable First Milk to “communicate directly with the public” and enable members to diversify their farming businesses, the co-op added.

“Consumer interest in food provenance is growing and that consumers want to shop locally knowing that food has been produced in a way that protects and enhances animal welfare, mitigates climate change and improves biodiversity, said First Milk CEO Shelagh Hancock.

“As a co-operative, we have committed to net zero by 2040, launched a regenerative agriculture programme at scale and our members have committed to providing access to pasture for their cows – all things that consumers care about.”

The launch comes after First Milk saw operating profit grow in 2021 by 8%, while turnover hit just under £300m.