When people see a Dairy Farmers product on the shelf, they don’t always consider where it has come from or where it will go or the impact it can have on communities across Australia.

“We took great pleasure in bringing that story to life – showing the journey of Dairy Farmers products from the farm to the fridge,” said Kathy Karabatsas, Managing Director of Lion Dairy & Drinks.

“And I wanted to share that with our farming partners who supply the brand as the TV commercial airs this week.”

Highlighting how our Australian farming families provide Dairy Farmers products to communities; and all the people it touches on its journey from their farm to fridges across the country, will be shown in the campaign that will air across NSW and QLD during prime time.

Keep an eye out across all main channels. The full Dairy farmers campaign will roll out across NSW and QLD and will include TV, out of home, radio press and digital materials.

“A big thank you to the families involved in the making of this TVC, but also to every farmer partner who supplies us,” Kathy said.

Here’s to the farming families. Here’s to great quality products. And here’s to nourishing Australians. Here’s to good.

Visit the Dairy Farmers website here to watch.

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Australia’s leading iced coffee brand[1] makes a long-term commitment to the charity to help Dare drinkers better identify the signs that someone in their life may be struggling

 

Dare Iced Coffee has announced a three-year partnership with Australian suicide prevention charity R U OK? to encourage Dare drinkers to provide support to mates and loved ones who may be doing it tough.

Kathy Karabatsas, Lion Dairy & Drinks Managing Director said:

“R U OK? aims to start life-changing conversations and create a more connected world. Dare has always been known for saying a ‘Dare Fix’ll Fix It’. But the truth is, a Dare fix can’t fix many of life’s challenges.  But, thankfully, a conversation could.

“We are extremely proud to partner with R U OK? and we hope that we will be able to encourage more people to start meaningful conversations with their mates and family.

“Dare is a leading iced coffee brand in Australia, and with a brand purpose centred on mental clarity, Dare has an opportunity to truly demonstrate a genuine commitment to our purpose by raising awareness of the mental health of our consumers and their mates.

 

In a brand first, this month 5,275,000 Dare 500ml core packs will carry the R U OK? message on the label leading up to R U OK? Day on 10 September 2020 reminding people to ask their mates and family members – are you OK?

Dare is Australia’s #1 Iced Coffee brand[2]

“This vitally important message will be featured on millions of Dare packs over coming weeks and be a powerful reminder for people to ask their mates, family and colleagues – are you OK?” Kathy said.

“The R U OK? message will be featured on front of pack, and on the back of pack there will be the four steps to help guide consumers on how best to start a conversation with a mate.

“This long-term commitment by Dare will also support the cause by helping consumers to identify the signs that someone in their life may be struggling and to encourage a more meaningful conversation.”

 

Katherine Newton, CEO, R U OK? said:

“We are delighted to partner with Dare Iced Coffee. This new partnership will enable us to reach even more Australians in the lead up to our national day of action and beyond.

“2020 has been a challenging year for many, making it even more relevant for us to stay connected and, for those who are willing and able, offer support to those around us,” said Ms Newton.

“Encouraging Australians to make a mental note to check in with a mate and take a look at the tips on how to open a conversation,  may just be the start of a meaningful conversation, and we know that an authentic conversation has the potential to positively change a life.”

Kathy said as part of the three-year agreement, Dare would also provide support to the cause across its social, online video and high-profile sponsorships with football clubs including St Kilda. The Saints will also share RU OK? messaging across its social media platforms.

“Looking out for your mates is important at any time of year and thinking about who might need a shoulder to lean on is something we all can do,” Kathy said.

“From just a simple question, a life could be changed.”

You don’t need to be an expert to reach out, just a good mate and a great listener and use the four steps:

  1. Ask R U OK?
  2. Listen
  3. Encourage Action
  4. Check in

 

Dare fans will be able to buy their favorite 500ml flavour featuring the RU OK? messaging in store from next Monday 17 August until mid-September. It will be available in all supermarkets and convenience outlets in all states where Dare 500ml is sold.

 

For more information on RU OK? visit: www.ruok.org.au

[1] Source: IRI Convenience MAT 10/5/20 & IRI Grocery MAT 31/5/20, Volume & Dollars

[2] Source: IRI Convenience MAT 10/5/20 & IRI Grocery MAT 31/5/20, Volume & Dollars

 

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UPDATED: 15 June 2020

Lion Dairy & Drinks has announced its minimum pricing for its direct milk suppliers across key Australian dairying regions for the 2020/2021 milk season. This pricing is applicable from 1 July 2020 to 31 August 2021.

In line with the requirements of the new mandatory Dairy Code, which came into play on 1 January 2020, Lion Dairy & Drinks has released all of its contracts for each dairy region on its website and is offering both exclusive and non-exclusive supply agreements for the 2020/2021 milk season.

Murray Jeffrey, Agricultural Procurement Director for Lion Dairy & Drinks, said the publication of regional- specific contracts and pricing on Lion Dairy & Drinks website was designed to provide transparency to farmers.

He said Lion Dairy & Drinks was very mindful of the impact COVID-19 had on southern milk pricing, together with the impact that drought has had on many farms in New South Wales, South East Queensland and Northern Victoria over the past 18-months and was sympathetic to the impact this was having on higher feed costs and farm profitability.

Murray said Lion Dairy & Drinks was committed to working with all its dairy suppliers on mutually beneficial partnerships and programs – this included continuing to facilitate its unique sustainability program, Lion Dairy Pride. The program launched in 2017 and is designed to help our dairy suppliers be more sustainable across five key areas of the dairy farm business system: milk quality, animal welfare, people, community and wellbeing, the environment and business management. The program offers easy access to useful tools and templates, as well as links to external resources.

“Our minimum pricing for the FY2020/2021 milk season is a sign of our confidence in the Australian dairy industry, and in our growth strategy,” Murray said. “Our purpose-led vision is to deliver sustainable, enjoyable nutrition to help people live well and our strategy will see us continue to focus on driving profitability in key dairy categories with our premium dairy brands and market-leading innovation.”

Murray said Lion Dairy & Drinks had proven to be the natural partner for dairy farmers who wanted to focus on growing value through nutritious, branded dairy products that delivered competitive returns and a sustainable future for the industry.

“We are focused on driving profitable growth in milk based beverages, white milk and yoghurt as well as for the benefit of our farmer partners, customers, network partners, consumers and other stakeholders,” he said.

“Our approach to milk procurement for many years has been based on offering farmers, what we call the ‘3 P’s’: competitive pricing and contract terms, partnerships and a clear purpose and strategy built around growing profitable demand for dairy and ensuring sustainable returns through the supply chain.

“We are working hard to deliver compelling pricing underpinned by our focus on driving sustainable value back into the industry. Lion Dairy & Drinks is committed to working with all its dairy suppliers on mutually beneficial partnerships and programs.”

There are around 280 dairy farms supplying the Lion Dairy & Drinks business across Australia – this includes direct Lion Dairy & Drinks suppliers and suppliers through the Dairy Farmers Milk Co-Operative (DFMC).

To learn more about our FY2020/21 milk season minimum pricing and Dairy Code Farm Gate Agreements click here: https://dairysuppliers.lionco.com/dairycodecontracts/

Lion Dairy & Drinks’ Weighted Average Pricing for exclusive contracts for the 2020/2021 Milk Season (effective 1 July 2020)

The following table sets out the Lion Dairy & Drinks weighted average milk price based on our current milk supply in the dairy regions described below at our exclusive pricing.

Please note: the prices reflected below are not our minimum price. For details on our minimum pricing please refer to our website: https://dairysuppliers.lionco.com/dairycodecontracts/

Dairy Region

Exclusive
Weighted average milk price (kgs/MS)

Victoria*

$6.52 kg/MS 1 yr. fixed price

Tasmania*

$6.94 kg/MS 1 yr. fixed price

South Australia*

$6.88 kg/MS 1 yr. fixed price

Western Australia

52.5cpl

South East Queensland

65.6cpl

New South Wales

60.4cpl

* For Victoria, Tasmania and South Australia-Mt Gambier, Lion Dairy & Drinks is offering market variable and fixed pricing options. The table above reflects the fixed prices being offered.

On Monday 15 June 2020, Lion Dairy & Drinks also announced that in Victoria it is offering:

  • an Early Sign On Bonus for farmers who choose Fixed Pricing and sign up before 30 June 2020
  • and a Step Up in its Market Price effective from 1 July 2020.

The Early Sign On Bonus gives farmers on Fixed Pricing contracts an additional $0.23/kg fat and $0.34/kg protein for all milk supplied between 1 July 2020 to 30 June 2021.

For farmers on Market Pricing contracts this Step Up will provide an additional $0.23/kg fat and $0.34/kg protein effective from 1 July 2020 until 30 June 2021.

“Since the release of our pricing on 1 June, we have listened to feedback from farmers in Victoria and considered the competitive market dynamics this year. To ensure that we remain competitive and can source the milk we need for the coming year we are offering an Early Sign-On Bonus for Fixed Pricing and a Step Up to our Market Pricing,” Murray said.

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As we shared with you last month, LDD sponsored the Dairy showcase at the Sydney Royal Easter Show – one of the country’s biggest ticketed events and the perfect platform to showcase our Dairy Farmers brand.

It was an enormous success with plenty of positive feedback from consumers.

The event was also an opportunity for some of you to showcase what you do so well, and it was great to see LDD suppliers take home wins in dairy categories. These included:

Craig and Tammy Whatman from Burrawang in NSW who won the:

  • Pen of three interbreed
  • Pen of Three Females, any age, owned by Exhibitor
  • HOLSTEIN – Female, over 6yrs, in milk
  • HOLSTEIN – Highest total kgs fat plus protein
  • HOLSTEIN – Three Females, any age.
  • HOLSTEIN – HONOURABLE MENTION PRIZE
  • BROWN SWISS – HONOURABLE MENTION
  • BROWN SWISS – Female, over 6yrs, in milk
  • BROWN SWISS – Highest total kgs fat plus protein

 

Brett and Melinda Hayter from Werombi in NSW who won:

  • AYRSHIRE – Female, over 6yrs, in milk
  • AYRSHIRE – Female, over 3 ½yrs, in calf, dry
  • AYRSHIRE – Dam’s Progeny Group
  • AYRSHIRE – RESERVE SENIOR CHAMPION FEMALE

 

Patrick Buckley and April Browne from Theresa Park in NSW awarded:

  • BROWN SWISS – Heifer, over 12 & not over 18mths
  • BROWN SWISS – RESERVE JUNIOR CHAMPION FEMALE

Dairy Farmers was proud to continue its partnership with the Sydney Royal Easter Show. The brand has been a proud partner of the Show since 1908 and celebrated its rich heritage and new brand tagline ‘nourishing since 1900’ with a fun on-site activation and product booth.

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On Friday 26 April 2019 Lion CEO Stuart Irvine provided an update on the sale of Lion Dairy & Drinks (LDD), including confirmation that Kirin and Lion have reached an agreement to sell the Lion Specialty Cheese Business to Saputo Dairy Australia (Saputo) on a standalone basis. The sale agreement is subject to ACCC and Foreign Investment Review Board approvals, and other standard closing conditions.  Whilst it is not possible to be definitive, our expectation is that the sale is likely to complete in the second half of the 2019 calendar year.

In a further update, Lion CEO Stuart Irvine said that the sale process for the broader Lion Dairy & Drinks (LDD) business was continuing.

“When we announced the decision to progress a sale of the Dairy & Drinks business last year, we made clear our intention to identify the best future ownership arrangements for the Dairy & Drinks business, and to ensure both Dairy & Drinks and the Lion business are ideally positioned for growth – with the right people, assets and investment behind their respective strategies,” said Irvine.

“As we worked through the sale process over the last several months, significant bidder interest emerged in both the whole Dairy & Drinks business and also in the specialty cheese assets on a standalone basis. After a careful assessment of all options, Lion has entered into an agreement to sell the Dairy & Drinks Specialty Cheese business to Saputo.  Saputo is ideally positioned to drive the business forward, given its deep dairy capabilities, complementary portfolio and commitment to the cheese category domestically.”

The sale to Saputo will include all of Dairy & Drinks’ specialty cheese brands, including King Island Dairy, Tasmanian Heritage, South Cape, Mersey Valley, Heidi Farm and Australian Gold, as well as cheese manufacturing assets at Burnie (The Heritage) and King Island (King Island Dairy and Cheese Store), and the two Lion-owned farms on King Island (Horizon Glen and Kyeema).

The sale agreement is subject to ACCC and Foreign Investment Review Board approvals and other standard closing conditions and is expected to complete within the second half of calendar year 2019.

In April 2019 Kirin and Lion assessed the fair value of the Dairy & Drinks business. The recent impact of extreme weather on the cost and availability of milk, combined with discussions with bidders to date in the sale process, have led Lion and its parent Kirin to take the step of recognising a non-cash write down of the carrying value of Dairy & Drinks, including the cheese business.

Lion’s non-cash write down of AUD 530 million does not impact the future underlying performance of the Dairy & Drinks business, which continues to benefit from a highly attractive portfolio of market-leading brands in growing categories – including milk-based beverages, yoghurt and premium juice.

“We are continuing to consider various pathways forward for the balance of the Dairy & Drinks business and will take the time to ensure we achieve the best possible outcome over the coming period,” Irvine concluded.

Lion has been advised by Deutsche Bank as financial adviser, with King & Wood Mallesons as legal adviser. Greenhill & Co Australia have acted as independent financial adviser to Lion.

Lion’s alcohol businesses in Australia and New Zealand, and its Global Markets business unit, are not affected by the Dairy & Drinks sale process.

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Lion Dairy & Drinks’ Dairy Farmers brand has unveiled a new master brand campaign that celebrates the brand’s 120-year history and range of more than 100 dairy products.

The refreshed Dairy Farmers brand will see product innovations roll out during the next 12 months, alongside updates to Dairy Farmers’ branding and an emotive new advertising campaign.

The new master brand campaign for Dairy Farmers features the positioning line: ‘Because we’re family’ reflecting Lion Dairy & Drinks’ and its farmer partners’ wellbeing and quality focus, and the close links many of its dairy farmers have had with the brand for generations.

“We’re proud of the rich history the Dairy Farmers brand holds, and the trust that Australian consumers have in the brand.” said Kathy Karabatsas, Managing Director Lion Dairy & Drinks.

“Many of the farming families that supply to the Dairy Farmers brand have been providing milk continuously to the brand since its creation almost 120 years ago, and our new master brand positioning is a nod to these families.”

Australia’s most trusted milk brand[1], Dairy Farmers has a proud history of delivering premium drinks and foods made with fresh milk from Aussie farms. The brand also has the highest top-of-mind recall of all white milk brands in Australia and is the #2 dairy brand nationally. Nine out of 10 Australian dairy consumers are familiar with the famous Dairy Farmers brand[2].

“The master brand campaign and brand refresh will remind consumers that Dairy Farmers is a trusted, quality brand made using milk from Australian dairy farms with product offerings across the entire dairy category.

“We’ve updated the Dairy Farmers logo across all products to remind consumers that where they see the Dairy Farmers logo, they can trust the quality of the product” Kathy said.

The Dairy Farmers brand logo now includes a farmer in the foreground as a link to the brand’s heritage and its partnership with the Australian dairy farming families who have supplied the milk that is used in Dairy Farmers branded products and a grazing cow to reinforce its freshness and purity. Dairy Farmers is manufactured in white milk, flavoured milk and also used in yoghurt products.

Beyond the brand campaign, Dairy Farmers is also launching a series of innovative new products, including the new Dairy Farmers Heritage fresh white milk and Dairy Farmers and Arnott’s Iced Vovo and Mint Slice flavoured milks partnership, with more to come during the next 12 months.

As Lion Dairy & Drinks continues to innovate its product portfolio, the Dairy Farmers brand also remains focused on sustainability for its farmer partners and for the industry more broadly.

The Dairy Farmers brand is committed to recycling and waste reduction. All the dairy farmers who supply Lion Dairy & Drinks including the milk used for the Dairy Farmers branded products participate in the Lion Dairy & Drinks’ Dairy Pride program which offers benefits to farmer partners including education on sustainability best practice, and the Lion Dairy Pride Landcare Grants program, which delivers grants to help improve farm efficiency and sustainability.

The Dairy Farmers brand has adopted the use of Crush Mate packaging for its original 2 litre white milk bottles to assist in making recycling simpler and more efficient. The new Dairy Farmers Heritage white milk also uses a PET bottle which is made using 50% recycled content as part of Lion Dairy & Drinks’ commitment to the simple philosophy of reducing, recycling and reusing.  They are easy to crush and compress, and as a result allow four times as many bottles in the recycling bin.

[1] Source: Readers Digest, Most Trusted Brands Awards, 2010 – 2016

[2] Source: TNS Masterbrand tracking research November 2018

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Dairy Farmers is proud to continue its partnership with the Sydney Royal Easter Show this year.

Dairy Farmers has been a proud partner of the Show since 1908, and will this year be celebrating Dairy Farmers rich heritage and new brand tagline ‘nourishing since 1900’ with a fun on-site activation and product booth.

The show is Australia’s largest ticketed event and attracts over 824,000 people annually to the Sydney showgrounds in a celebration of Australian culture.

Run by the Royal Agricultural Society of NSW (RAS), the show runs from 12-23 April and is a key calendar date for many NSW families, as well as those that travel from interstate to attend the event each year.

This year, Dairy Farmers will be showcasing a heritage themed stand within the Show’s Woolworths Fresh Dome. Visitors to the activation will enjoy a themed photo booth, as well as refreshments that include smoothies, coffees and a selection of delicious Dairy Farmers branded products.

Visitors can also take home showbags that include glass milk bottles in a nostalgic nod to the heritage theme.

If you happen to be heading to the show, Dairy Farmers is happy to offer 25% off tickets for farmers. To redeem this offer visit www.ticketmaster.com.au/sres25 and enter the promotional code SRES19DFA25.

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St Kilda Football Club is thrilled to announce Complete Dairy as its recovery partner.

Complete Dairy is made through a cold filtration process that naturally increases the protein and decreases lactose levels*.

A staple of many sporting clubs and organisations one glass (250mL) of Complete Dairy milk contains 15g of whole protein; an essential part of a healthy and balanced diet.

“We’re very pleased to welcome Complete Dairy on board,” Saints General Manager of Commercial Chris Larkins said.

“Complete Dairy products are perfect for assisting athletes in their recovery and allowing them to easily get protein hits throughout the day.

“This partnership further exemplifies our commitment to health and wellbeing right across the club and we’re very excited to have Complete Dairy join us in this mission.”

Complete Dairy is also the official milk partner of the Australian Institute of Sport and is stocked in both Coles and Woolworths supermarkets in Victoria, New South Wales and South Australia and local Independent stores in South Australia and Victoria.

“We are proud to be partnering with St Kilda to support the players with their recovery and help them keep their bodies in top condition for the season ahead,” Lion Dairy & Drinks Marketing and Innovation Director Darryn Wallace said.

“Complete Dairy High Protein milk can be enjoyed by everyone as a part of a balanced diet, and we are excited to be able to share it with the broader St Kilda football community.”

Saints’ Performance Dietitian Alison Miles said the players’ fridge was fully stocked with Complete Dairy High Protein Milk.

“The players can help themselves and can drink it straight, on cereal or in a smoothie. It can be for before training for fuelling or afterwards for recovery – both refuelling and rebuilding,” Alison said.

She said drinking Complete Dairy was an easy way for footballers to get plenty of protein from a food source.

Complete Dairy milk is a great ‘food-first’ option to help them achieve their protein goals while also fuelling them with essential carbs and strengthening their bones with calcium.”

*The Complete Dairy Milk contains 70% more protein and 25% less lactose compared to regular full cream milk with 3.4% protein and 4.4% lactose.

DID YOU KNOW?

• Protein is just as important for everyday wellness as it is for sports performance
• The Complete Dairy High Protein Milk provides 15g of protein in a 250mL glass of milk.
• It is rich in natural dairy protein.
• It contains 70% more protein compared to full cream milk
• Official milk partner of the AIS

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Buy any Dairy Farmers or Pura 1L, 2L or 3L fresh milk from any participating retailer in NSW, VIC or QLD and 10 cents per litre goes to our drought relief fund*

 

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Lion Dairy & Drinks (Lion) announced it will temporarily increase the wholesale price of its Dairy Farmers and Pura branded white milk products to support its dairy farmers impacted by drought as part of a broader raft of support measures already in place for farmers in need.

From 1 October – 31 January, the temporary 10 cent per litre wholesale price increase will be applied to all Dairy Farmers and Pura 1L, 2L, and 3L white milk products and will be sold to participating retail outlets across New South Wales, Victoria and Queensland.

Every cent of the funds raised in each state during the activation will be distributed to drought-affected dairy farmers in that state who supply Lion either directly or through the Dairy Farmers Milk Cooperative (DFMC).

Lion is committed to playing its part to help our dairy farmers through the drought crisis, and has already taken a number of other steps including:

  • Offering our farmers impacted by the drought across New South Wales access to interest-free loans to purchase feed, under The Lion Dairy Pride Forage Loan Scheme;
  • Offering our farmers access to discounted feed such as brewers’ grain and citrus pulp, which is sourced from Lion’s alcohol and juice operations;
  • Helping to fund productivity improvements on farm through the Lion Dairy Pride Landcare Grants Scheme;
  • Helping farmers improve all areas of their businesses, from milk quality through to effective business management, through Lion’s Dairy Pride online self-assessment tool; and
  • Continuing to offer our Lion Dairy Pride Farmer Support Program – an independent and confidential 24 hour counselling support service to our farmers, their families and staff, to help them address any personal issues and access further support if needed.

Lion Dairy & Drinks Managing Director, Kathy Karabatsas, said: “With 100% of New South Wales drought-declared, along with areas across Northern Victoria and South-East Queensland, we know that the dairy farmers supplying us in these regions are doing it tough, especially with escalating costs including for feed and water.”

“We are grateful we have secured the support of major grocery and convenience customers, who have indicated their acceptance of this wholesale price increase to Dairy Farmers and Pura branded milk products, knowing that 100 per cent of the increase is going directly to the farmers who supply our milk.”

Lion also strives to provide clarity and transparency for our dairy farmers in relation to milk pricing and contracts. We offer farmers a variety of contract length and pricing options, including offering farmers in the Southern Region fixed and variable pricing options, with farmers able to select the option that best suits the needs of their business. Lion does not believe in retrospective changes in milk price. It has never introduced retrospective payments as part of its milk contracts and does not support them as a matter of principle.

Lion’s Farm Services Team will continue to work closely with all of our farmers in drought-affected regions to monitor conditions and do what it can to assist further.

HOW THE FUNDING SCHEME WILL WORK

Funds raised via the 10 cent per litre increase in wholesale pricing for Dairy Farmers and Pura white milk will be paid each month to Lion’s participating dairy suppliers in the impacted regions of New South Wales, Northern Victoria and South East Queensland as a special line item called Lion Drought Assistance.

A committee will oversee the payment process and provide appropriate independence and transparency. The Committee will comprise a management representative from the DFMC, a Lion direct dairy farmer and Murray Jeffrey, Lion’s Agricultural Procurement Director. The committee will meet regularly to oversee the scheme’s implementation and to ensure the timely delivery of funds to our drought-impacted farmers.

A representative from a professional auditing firm will be appointed as the scheme’s independent auditor and will be invited to attend Committee meetings.

Funds will be distributed amongst suppliers in the drought-affected regions on a cents-per-litre basis. For example, if the amount raised from the wholesale price increase in one state in a given month is $100,000, and the raw milk volume from suppliers in that state’s drought affected region is 5,000,000 litres in total, this will equate to a 2c per litre Lion Drought Assistance Payment to our dairy suppliers in that region. There will be no obligation on suppliers to accept any Lion Drought Assistance Payments.

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