Robert Wiseman Dairies is extending its portfolio of regional brands with the introduction of a Welsh label.
The Welsh label aims to publicly celebrate one of the UK’s dairy heartlands and the heritage of dairy farming in Wales.
The packs will also be the first Wiseman regional label to include the language of the country, with the fresh milk description appearing in Welsh on the pack along with the distinctive ‘red dragon’ flag of Wales.
Terig Morgan, from Treuddyn, Near Mold who will be amongst a number of Wiseman farmers supplying milk for the Welsh label said:
“The introduction of the Welsh label to the Wiseman range is great news for the agricultural industry in Wales as it demonstrates the quality of fresh produce from the area and highlights the importance of local food procurement which can bring many benefits to the local economy and environment.”
The introduction of the Welsh label comes on the back of the consumer led demand for local produce.
The IGD Ethical and Sustainable Shopping Survey, August 2010, found that 43% of shoppers claim that they are interested in local/regional food, a figure up 40% from the same survey two years previously.
The regional labels aim to give Wiseman a unique offering in this competitive marketplace and help satisfy the demand from customers for value and values.
Welsh Milk joins the portfolio of regional brands including; Grampian, Milk from Scotland, Cornish, and West Country labels, a core part of the Wiseman black and white range which has again been named No 1 convenience brand of fresh milk according to The Grocer Top Products Survey 2010 in association with Nielsen.
Sandy Wilkie, sales and marketing director for Robert Wiseman Dairies said:
“Research tells us that consumers are actively looking to buy local produce which explains where it has been sourced and they want this without paying any more – they want value and values.
“By offering milk which clearly states its source, we are adding value to their Wiseman milk which they can pass on to their own customers.
“The convenience sector is increasingly focusing on the provenance and sourcing of its products, and our regional labels help to satisfy this consumer led demand in the market.“
The Welsh Label product is now available in stores in Semi-Skimmed and Whole Milk variants in 1 and 2 litre bottles.
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