Better communications with supermarkets can help farmers to increase the shelf space their products occupy, according to Richard Sadler, Waitrose head of buying for meat, poultry, fish and dairy. He was talking to 50 Waitrose Select Farm milk producers at the company's Bracknell headquarters. The group visited the Waitrose distribution depot and local stores, where they saw the context in which milk was competing for consumers' attention. "We don't see milk simply as a commodity, but as a high quality product," said Sadler. "We feel it is important to show commitment to a strong and secure supply chain to serve our customers." Sadler's suggestions to the farmers included farmers' forums to develop a closer working relationship. One way producers could add value, he suggested, was to match supplies more closely to demand. Recognising the volatility of the current milk market, Sadler added that the company would not be diverted from securing and rewarding farmers who produce milk to the highest standards. {{PROVISIONS }}

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