In an attempt to regain profits in the industry away from processors and retailers, member of the South Australian Dairy Farmer’s Association have joined forces to produce their own branded milk. The new brand which went on sale at over 50 Coles supermarkets across the Australian state will be called SADA Fresh. Under the plan farmers own the brand and the milk is processed at Parmalot’s Clarence Gardens plant and sold through Coles supermarkets exclusively for one year. If successful, the brand will expand into other markets in the country. By owning the brand the farmers will receive a .20 cent royalty from Coles that will be put into a fund for projects to improve the future for dairy farmers. In 1974 the Southern Australia dairy sector had 1,730 farmers. This number has declined to 268 in 2013 and is expected to decline by a further 100 farmers in the next decade.
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