MORE than 1 million litres of SA milk have been sold under the SADA Fresh brand since it was launched a year ago.
It has been hailed a success by owner the SA Dairyfarmers Association, processor Parmalat, and Coles Supermarkets.
SADA president and Mount Compass dairyfarmer David Basham said it was great to see consumers support the local dairy industry.
"It is satisfying and pleasing to have made it this far and see how successful it has been and to see how consumers have taken-up buying SADA Fresh milk," he said.
The brand was initially forecast to sell about 1mL in its first year and targeted to achieve a market share of 2 per cent of total fresh milk sales through Coles.
It was expected to have sold 1.15mL by the end of October and achieve 3.8pc of Coles' fresh milk sales.
"That's up there in the realm for the major brands," Mr Basham said.
The venture started two years ago when Mount Compass dairyfarmer and MP Rob Brokenshire met SADA chief executive officer Ken Lyons and a representative from Coles to discuss opportunities to work together.
Mr Basham said the talks were sparked by concerns about the $1 a litre "milk war" between the supermarkets.
Exactly one year after the meeting, SADA Fresh was launched.
In a licensing agreement the milk is packaged and distributed through Parmalat, and for its first year sold exclusively through Coles.
* Full report in Stock Journal, October 30, 2014 issue.
Elizabeth Anderson
Stock Journal's magazine editor.
Stock Journal's magazine editor.
