Nisa-Today's has launched a new initiative to build closer ties with its Heritage Milk producers.

Nisa would work with its milk supplier Arla Foods to ensure all farmers supplying the Heritage Milk range adhered to best practice including high animal welfare, it said.

Nisa has signed up Lancashire dairy farmer Barry Worth as the face of the campaign. His image, with information on the initiative, will appear on PoS. The Heritage milk packaging will be redesigned to include farming images.

"We want to differentiate our offer from our rivals but are also trying to get across the provenance message to our customers," said Nisa-Today's senior controller for chilled food Nick Slater.

Nisa will support farmers who sign up through education in-store and organise visits for schoolchildren to farms and other events. The scheme is part of a wider commitment by Nisa to support British farmers and locally sourced British produce.