WIGGLESWORTH farmer Edward Booth has just invested in a new, custom-built dairy unit.

And he says the move is a direct result of the Fair Milk scheme run by supermarket Booths.

The pioneering scheme - introduced two years ago - pledges to pay the highest market price to farmers, ensuring farmers receive a fair price for their milk, covering the cost of production and enabling them to invest in a stable, profitable future as a result.

Edward - who is not related to the supermarket family - supplies Booths from Wigglesworth Hall Farm where he cares for 250 Holstein Friesian cattle.

He said the Booths Fair Milk scheme had changed the fortunes of the farm and allowed it to invest in their business for future generations.

“Two months ago we moved our herd into a brand new, custom built dairy unit, with every creature comfort for our 250 cows," said Edward, a fifth generation farmer. "This is a direct result of Booths’ Fair Milk scheme.

"There is no doubt the only reason we were able to invest in this unit is due to Booths’ commitment to a fair and secure price, which has given us the confidence to invest and focus on animal welfare, which is our top priority. The benefit of an assured 'fair price' for our milk not only sustains the livelihood of the farmer, but also the welfare of our livestock.”

Independent customer research indicated 93 per cent of Booths shoppers supported the ethos of Fair Milk and would continue to buy milk that paid a fair price to farmers, even if that meant paying more. And sixty-six per cent of shoppers said that the fair price paid to farmers on Booths milk was their most important consideration on purchase.

Chief executive Chris Dee said: “I’m gratified, but not surprised by the support of our customers for Fair Milk. Paying farmers a fair price for milk is as important to us as a business as it is to our customers. We trade in rural locales and our farmers are often our customers, giving a fair deal is core to our buying ethos.”

The fair price has enabled Booths' milk suppliers to make significant capital investments in their farms, improving livestock conditions and working conditions.

This is in stark contrast to the farming industry as a whole, where recent research by the Prince’s Countryside Fund reported one in five farmers were facing severe financial hardship.

The UK now has fewer than 10,000 dairy farmers, less than half the number in 2002. It’s the smallest number in living memory.