Waitrose has cut the retail price of its own-label milk by 5.6%, bringing its price into line with other major supermarkets.
As of yesterday, four pints of whole, semi-skimmed or skimmed milk cost £1.18 in Waitrose, 7p down from £1.25 [BrandView.co.uk]. The price Waitrose pays its farmers will not be affected. Tesco, Sainsbury’s, Asda and Morrisons have been selling four pints of milk for £1.18 since last October.
Waitrose’s retail price cut comes as dairy farmers are growing increasingly agitated over reductions to the milk price they receive from processors. Robert Wiseman Dairies, Dairy Crest, Arla and First Milk all announced farmgate milk price cuts over the past week.
However, Waitrose stressed that while it had cut its price to consumers, it had not lowered the price it pays farmers. “Waitrose has continued to invest in value and we are continually reviewing our own-label prices to ensure we remain competitive with the market,” a spokeswoman said.
“Waitrose is committed to long-term relationships. We have been working with our dedicated dairy farmers for over 12 years to ensure a sustainable supply of high-quality milk to our customers and that a fair price is paid to our farmers.
“In this challenging time we will continue to support and work closely with our farmers to ensure they receive a sustainable milk price.”