Müller Advantage aims to help up to 600 Müller Direct dairy farmers operate successful and progressive enterprises while also proactively addressing a range of important issues for consumers and customers.
These include managing and further reducing the use of antibiotics, sustainable sourcing of animal feed, reductions in energy and water use, recycling and enhancing biodiversity.
Participation by Müller Direct farmers in Müller Advantage will be incentivized, with an opportunity to earn an additional payment of 1.0 pence per liter in 2021 (equivalent to £15,000/$20,000 for a 1.5m liter per annum producer).
Müller Advantage will also incorporate the Müller Next Generation initiative that helps develop and enhance the skills of young farmers. Next Generation is seeking its second cohort, following completion of the first program.
Rob Hutchison, chief operating officer at Müller Milk & Ingredients said, “We aim to be Britain’s private label dairy leader and to get there, we need to be the partner of choice for our customers, farmers and suppliers.
“It is crucial that we build on progress already made to date, which includes, for example, a 30% reduction in antibiotic use. With Müller Advantage, we’re confident that farmers, customers and consumers will benefit.”
The company said Müller Direct farmers will continue to have the opportunity to reduce their exposure to volatile marketing conditions by placing a portion of their milk supply against fixed prices and futures contracts.