Nisa-Today's launches initiative to give Heritage milk a face lift

27/02/2008

Nisa-Today's has appointed Lancashire-based dairy farmer Barry Worth to be the 'face' of its new initiative to build closer ties with farmers supplying its Heritage milk range.

All dairy farmers that supply Nisa Heritage with milk adhere to the highest animal welfare standards and best practice on farm ensuring that the freshest milk is available in Nisa-Today’s stores. The initiative marks Nisa-Today’s commitment to supporting British farmers and locally-sourced British produce and is supported by the appointment of a dedicated local sourcing manager last month to develop and oversee local partnerships.

Barry Worth and his family are fourth generation dairy farmers and have a herd of over 200 Holstein Fresians and Brown Swiss cows with a further 120 younger livestock waiting to join the dairy herd. Barry is continually investing in his farm to ensure that he maintains the high quality standards required and that his herd is kept in comfortable surroundings.

"We want to build closer ties with our partners in the dairy supply chain so that we can guarantee our customers are getting the very best quality milk", said Nick Slater, senior trading controller for Nisa-Today's. "The idea behind having Barry on board is to first provide a face and human element to the campaign, but also to demonstrate our commitment to the farmer and to ensuring that we source our milk from farms who operate to the best possible standards."

To tie in with the new initiative the Heritage milk packaging will also experience a redesign to incorporate the new farm and farming images with a view to communicating the traditional roots of dairy farming.

Arla Foods supplies Nisa-Today’s with milk for its Heritage range. Arla Foods sources the majority of its raw milk from Arla Foods Milk Partnership, a group of over 1,500 dairy farmers located across the UK.

For more information please contact Alex Rimmer (alex.rimmer@nisa-todays.com).