A special milk labelled ‘for farmers’ and sold at a premium has worked – and is now three times more popular than Evian water.

And now Morrisons, who were the first supermarket to introduce an increased price milk, have raised the price even higher, after acknowledging that people are prepared to pay more for the white stuff. The supermarket chain’s ‘Milk For Farmers’ charges customers 10p a litre more than its usual milk with the promise that the extra will go to hard-pressed dairy farmers. It was introduced in October as a response to damaging protests and blockades organised by Farmers For Action in the late summer and autumn by farmers, notably at Morrisons’ massive regional distribution centre next to the M5 in Bridgwater, Somerset. Read more.