IN a groundbreaking move for SA’s dairy industry, the South Australian Dairyfarmers Association has launched its own brand of milk in an effort to sure-up the sector’s future.
The idea behind the brand, dubbed SADA Fresh, was conceived by SADA chief executive Ken Lyons, Family First MLC Robert Brokenshire and Coles chief operating officer John Durkan exactly 12 months ago to the day.
The milk will be processed and packaged under a special licensing agreement by Parmalat Australia at its Clarence Gardens factory and sold exclusively through Coles supermarkets across SA.
Forty cents of the proceeds from every two-litre container will go to a new fund to finance projects that help secure the future viability of SA’s dairy industry.
SADA president David Basham said consumers could show their support for the industry - which has battled low milk prices, poor seasons and rising production costs - in a “very tangible way” by purchasing SADA Fresh.
“SADA believes this could prove to be a model for other agricultural industries looking for ways to fund research and development and that it will certainly encourage innovation and value adding in SA’s dairy sector, leading to new products and new markets, both domestic and export,” he said.
Mr Durkan said it was a landmark day for dairying in SA.
“By creating their own new dedicated brand, SADA has created new opportunities for SA milk and established a mechanism to raise funds for the industry through sales,” he said.
“We believe it will be popular among South Australians because we know shoppers like to buy locally-produced milk and they like to support local farmers.”
Full cream and low-fat milk will initially carry the SADA Fresh brand with Parmalat guaranteeing it will only contain SA milk, sourced by the company.
While the label is being sold exclusively through Coles for the first 12 months, there is potential to make the brand available through other retailers in the future, depending on its success in the first year and consumer demand.
Mr Basham said in the longer term they hope to secure 1 per cent of SA’s drinking milk market, or 2.2 million litres.
SADA is also considering expanding the range into other dairy products that may be licensed to other manufacturers.
Mr Durkan, Mr Basham and SA Minister for Agriculture Gail Gago launched the milk this morning at Coles’ Rundle Mall store.
Meanwhile, national lobby group Australian Dairy Farmers – of which SADA is not a member – has thrown its support behind the new brand.
In statement released today, ADF president Noel Campbell congratulated SADA on the initiative and said the new brand of milk would provide South Australian consumers with a first-hand opportunity to support the state’s dairyfarmers.
“This matters because if SA dairy is to continue to have a vibrant future, then we need consumers to back the industry by buying SADA Fresh and other branded products off the supermarket shelf,” he said.
“This is first time in Australia that a dairy industry association has launched its own milk label, and SADA deserve credit for their innovative approach.”
