NORTHERN NSW grocery store owners Leanne and Brett Bugg have gone against the trend to cheap milk, aiming to give consumers a "realistic" option to support local farmers and businesses.
In stark contrast to the increasing number of smaller outlets selling milk excessively cheap, the Buggs only stock products from Lismore-based diary co-operative Norco.
They say branded milk is what keeps the farmer, processor, wholesaler and retailer afloat. Consumers want the chance to support the communities they live in, they argued.
It seems they are right, with milk sales exceeding expectations since their new IGA Supermarket at Murwillumbah opened on April 30.
"Nobody benefits from $1 a litre generic milk - I think consumers are becoming more aware of that and want the chance to support an alternative," Mr Bugg said.
Norco was the obvious choice.
The new store, which employs 75 people, was built on the site of what was a butter and milk factory operated by Norco for close to 80 years up until 1996.
"Norco has a big relevance in this town," Mr Bugg said.
Norco's 2 litre milk will retail for $2.99 all day everyday, which means customers can chose to support farmers and local business at an affordable and consistent price, Mr Bugg said.
The couple are implementing the 'local produce, local suppliers' strategy across other categories in their store, with everything from Mount Warning honey and Woodburn-grown Oz Rice to Byron Bay muesli and coffee and Murwillumbah's Madura Tea on their shelves.
"It might not work in cities where consumers have lost contact with farming but here people understand that for the betterment of the entire community farmers need to be profitable," Mr Bugg said.
