Waitrose is stepping up its support for British dairy farmers with a poster campaign at its 123 branches. The Back Britain's Best' campaign builds on Waitrose's Select Farm scheme launched at the beginning of the year. "We have a long-term commitment to the farmers supplying us and don't want them to go bankrupt when times are difficult," said Waitrose head of buying, Richard Sadler. "So we support them within competitive boundaries and involve them in realistic discussions on price." The milk is supplied by Unigate's 85 Sovereign Suppliers, the group's quality direct contract milk producers. There have also been instore visits by farmers to talk to shoppers about what goes into a pint of milk. "Waitrose recognises the plight of British dairy farmers," said Brize Norton producer Brian Barnett, "and they're not afraid to put their money where their mouth is. "Waitrose expects very high standards that are not easily met, but they're happy to pay a premium for a high quality product." The multiple pays producers a bonus over and above the published Sovereign status price ­ the top rate paid by Unigate. The Waitrose bonus varies, according to supply and sales variations. {{PROVISIONS }}