SUPERMARKET chain Morrisons, which has a store in Mill Street, Crediton, has become the first UK retailer to sell a dairy product where part of the purchase price goes directly back to farmers.

New milk brand “Morrisons Milk for Farmers” went on sale for the first time this week.

It sees 23p - or 10 pence per litre - from every four pint bottle being distributed to dairy farmers.

Steve Pearson, acting manager, at the Crediton store, said: “The ‘Milk for Farmers’ range is really popular with customers.

“They are keen to buy the milk and support the farming community.”

Martyn Jones, Morrisons’ corporate services director, said: “When surveyed, many customers told us that they were prepared to pay more for their milk to support British dairy farmers and this is the first time that they are able to do that.”

Four pints of “Milk for Farmers” branded milk costs £1.12, compared to 89p for four pints of the retailer’s standard milk.

The introduction of the new product was welcomed by the National Farmers’ Union, whose dairy board chairman Rob Harrison said: “We are pleased that Morrisons has acknowledged the desperate situation that many dairy farmers still find themselves in and recognise that retailers have a big role to play in helping customers to support the UK dairy sector.

“Research from Mintel revealed more than half of number of people who drink cows milk, would be prepared to pay more than £1 for a four-pint bottle of milk, as long as it is dairy farmers that benefit.

“This new initiative will enable them to do just that. The 10p a litre extra will go directly back into the dairy sector and will make a difference on farms.

“It is still an extremely tough time for many dairy farmers as we move into the autumn/winter period. “The NFU will continue to meet with Morrisons, other retailers, food service and food manufacturing companies to discuss how they can help achieve fair and sustainable relationships throughout the dairy supply chain for the long term.”

Morrisons stores have also begun selling “Morrisons Milk for Farmers Cheddar Cheese” where 34p from every pack sold goes directly back to the farmers who supplied the milk to make the cheese.

The cheddar is available in Mature and Extra Mature Cheddar strengths and priced at £2.52 per pack (350g) or two packs can be purchased together at an offer price of £4.

According to the retailer, the percentage of British cheddar sold in Morrisons stores has increased to 99 per cent to further support the UK dairy sector.

Other retailers have similar deals, but dairy organisation AHDB Dairy said 10p would make "a considerable difference".

The move comes after farming leaders met Morrisons bosses over concerns about the impact a sharp drop in the amount paid was having on the industry.

The National Farmers’ Union (NFU) said it would now be writing to other sellers, asking them to follow Morrisons lead.

The industry says a reduction in global demand for milk has led to an over-supply in the UK, creating difficult conditions for many dairy farmers.

The NFU says the "huge crisis" had already driven 256 herds out of the industry so far in 2015.