The Four Pint Pledge
We’ve launched a campaign on behalf of British dairy farmers called the Four Pint Pledge.
On the 9th March 2006 we dropped the price of milk in all our stores throughout mainland Britain while increasing the amount we pay our own farmers - ensuring customers and farmers are both getting a fair deal.
Every one of the 550 ASDA Farmer Partners now receives a 1p per litre premium by supplying ASDA. This is worth around £8,000 each a year. Following our recent price drop and the promotional campaign we’ve launched to support it, our farmers are also benefiting from an increase in demand for their milk.
Our national TV ad highlights that, unlike other big supermarkets, we can trace all of our milk back to the farms that supply us. Most other retailers don’t have dedicated supply arrangements like ours. That’s why we’re urging them to adopt our Four Pint Pledge.
The ASDA Four Pint Pledge
- Supermarkets should set up dedicated supply arrangements (like those already in place at ASDA, Waitrose and M&S)
- Supermarkets should publish the price they pay their farmers
- Supermarkets should invest their own margin when lowering prices
- Supermarkets should adopt the NFU's Vision for the Dairy Industry
click here to find out more