Some two thirds of consumers would pay extra for milk if they knew it would go back to farmers, according to a poll.
A survey by dairy Arla Foods also found seven out of 10 shoppers would prefer to purchase dairy products from a company owned by farmers.
To encourage support for farmers during a turbulent period for milk prices, and raise awareness of the issue in the run up to Christmas, the company took a ‘cow parade’ across London this week.
Ash Amirahmadi, head of milk and member services at Arla, said: “People are telling us they want to support dairy farmers but they don’t know the best way to do it so we’re making it as easy as possible but putting a clear mark on all of our products. Our farmers are getting out there and on the road to tell as many people as possible about the importance of supporting farmers this Christmas.”