Coles To Launch Farmers Fund Milk

coles storeAustralian grocer Coles will attempt to repair the adverse brand perception caused by the hyper cheap $1 per liter private brand milk by launching a new milk private brand designed to give back to dairy farmers.

Coles milkColes registered the Farmers Fund brand name and logo last month and is preparing to launch the new product, which will be processed by Murray Goulburn, in late August.

Coles has not yet revealed the price of Farmers Fund brand milk, but it will sell at a premium to its $1 a liter private brand milk and is likely comparably priced to Woolworths’ Farmers Own private brand, which retails at $3.25 for two liters.

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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.