AS it enters its third year, sales of the SA Dairyfarmers’ Association own brand of milk have continued to climb.
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In an extraordinary demonstration of public support for the State's dairy farmers, sales of the SADA Fresh have more than doubled in the past six months.
Speaking on the third anniversary of the brand's launch, dairy industry leaders say community response to the industry crisis that hit the headlines in May has been overwhelming, with sales of SADA Fresh rising from a steady average of about 20,000 litres a week to more than 45,000 litres.
"Sales rose sharply within a few weeks of the general public becoming aware of the collapse in the farm-gate price being paid by two of Australia's largest processors, and they have pretty much held ever since despite minimal advertising," SADA president John Hunt said.
"So more than anything else, today is a celebration of the fact that people living in the state's cities and towns genuinely do care about our industry and are prepared to back our farmers by paying a bit more to purchase local branded product.”
Mr Hunt said those in the industry were very thankful for the support.
“It has given us heart to carry on despite very tough times," Mr Hunt said.
"By leveraging the proceeds collectively, for perhaps the first time in the South Australian industry's history, it has also given us access to a serious pool of money to invest in building a better long-term future."
SADA attracted national attention in October 2013 when it became the first dairy association in Australia to launch its own milk brand.
The aim was to offer consumers an alternative to discounted supermarket brands, and generate revenue to support projects that would benefit dairy farmers and their communities.
SADA Fresh is processed and packaged in Adelaide under a special licensing agreement with Parmalat, who pay the association 20 cents for every litre sold exclusively through Coles supermarkets at 50 locations across the atate. Profits from the money collected go to the SA Dairy Industry Fund, which was established by SADA in October 2014.
Fund chair Dennis Mutton says by next year the Fund intends to have made available more than $500,000 for investment in local projects that will help build a stronger and more resilient industry.
"For a state with only 250 dairy farms, that is a substantial asset. Invested smartly, it will create an industry that is better able to withstand global pressures and provide a decent living to its farmers," he said.
"The challenge now for every sector of the industry, including individual farmers and businesses, is to come up with the right projects.
“That means not only identifying opportunities but generating ideas that are genuine game-changers."
Since the last call for expressions of interest in May, the Fund has explored about 20 potential projects and met with potential partners to pro-actively identify opportunities for collaboration.
In its first allocation last year, the Fund provided $63,000 in co-funding to five projects.
"While the amount of money invested was modest, through a partnership approach it leveraged three times the value of the investment, with some very pleasing outcomes," Mr Mutton said.
"They have ranged from identifying very practical ways for farmers to save money on irrigation at a time when every dollar counts, to nurturing the potential of the next generation of farmers and industry leaders.”
Mr Mutton said, with access to more money, there was an opportunity to find projects that have “genuine potential to be game-changers” for the industry.
"Our industry may be small by comparison with Vic, but we have a long history of innovation and producing quality milk, and we have the backing of the South Australian community,” he said.
