Lidl Milk Commits to GMO-Free

Lidl MilkThe much buzzed about discount chain Lidl is converting its private brand milk to GMO free in all its stores across Germany. The decision affects Lidl’s private brand of milk, Milbona, and its cheeses are also set to go GM-free starting from September. The retailer will maintain its current pricing of €0.46 per liter.

Lidl said it was “adding extra values to the usual reasonable prices for our customers and farmers.” The supermarket is offering an unspecified “jointly agreed allowance” to dairy farmers suffering financially due to the low prices for milk.

Other chains in Germany including Rewe, Aldi and Netto are also focused on GM-free products, with eggs and poultry already often available GM-free.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.