tesco shelf talker milk

Tesco is rolling out an in-store marketing push to promote the cost-of-production model it uses to pay its 650-strong group of dairy farmers.

Shelf barkers with the logo of the Tesco Sustainable Dairy Group will begin appearing in aisles this week, along with a claim it pays its suppliers “some of the highest prices in the dairy industry.”

This was part of Tesco’s “work to communicate directly to customers about the group and to inform them about our commitment to the British dairy industry and farmers,” said a spokeswoman, and followed the publication of a blog and YouTube video last month, which explained how it sources its own-label milk.