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Woolworths dumps Farmers' Own milk brand as industry seeks more than 'token' support
Farmers' Own milk is already off the shelves in South Australia, with other states to follow. (ABC Rural: Warwick Long)
Woolworths is phasing out its Farmers' Own milk brand in supermarkets across the country.
The specialty milk brand owned by Woolworths and sold in its stores is promoted as giving farmers a better deal.
Australian dairy farmers say genuine support is needed to arrest industry decline.
Supermarket giant Woolworths is phasing out its Farmers' Own milk, which is promoted as giving a "better deal to farmers".
Bottles of the milk have already been removed from shelves in South Australia and will leave supermarkets in Western Australia, Queensland, New South Wales and Victoria by 2027.
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Australian dairy farmgate milk prices | Woolworths Phasing Out Farmers’ Own Direct Milk Supply Model
Australian retail giant Woolworths has confirmed plans to phase out its landmark “Farmers’ Own” milk brand across national stores as existing supplier contracts reach their expiration dates. Originally launched in 2013 as a direct-procurement initiative bypassing traditional corporate processors, the brand allowed regional farming collectives to negotiate farmgate pricing directly with the retail chain. The product line has already been withdrawn from retail shelves across South Australia and is slated to disappear from New South Wales, Queensland, Victoria, and Western Australia by mid-2027 as remaining agreements expire.
The discontinuation marks a strategic shift in Woolworths’ private-label dairy procurement strategy away from direct farmer contracts toward centralized processor arrangements. Launched over a decade ago in the NSW Manning Valley, the Farmers’ Own model was initially hailed as a groundbreaking structural reform that granted primary producers enhanced bargaining leverage and transparent pricing. However, evolving retail distribution logistics, processing overheads, and shifting supply-chain economics have led the supermarket operator to wind down direct-sourcing partnerships in favor of standard commercial procurement.
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