Waitrose has put up posters in stores trumpeting the “fair deal” it believes it offers dairy farmers for their milk.

The posters, pictured below, greet customers at the checkout.

“Waitrose continues to pay a fair price for milk, based on cost of production, which has been praised by farm leaders,” a spokeswoman said.

Waitrose has not decreased the price it pays its dairy famers despite cutting the retail price of four-pint bottles of its own-label milk by 5.6%, to £1.18, in July.

Last month, Sainsbury’s put up notices which explained that the price Sainsbury’s pays its dairy farmers is linked to the cost of production.