Dutch dairy cooperative FrieslandCampina is planning to further strengthen its sustainability strategy with the introduction of a Top Dairy line that focuses on animals, nature, and the climate.

FrieslandCampina made the proposal to its members about introducing the new line, which aims to produce dairy in a more environmentally friendly manner that focuses on animal welfare and biodiversity.

The company will be continuing to discuss the proposals with its member dairy farmers and it is expected that the first dairy products of the top line will be on supermarket shelves by January next year.

The brand’s Top Dairy line will be consistent with its own meadow grazing standard and the new industry standard for the intrinsic link between farmers and the available land for their operations.

The member dairy farmers that produce milk in accordance to the standards outlined by the company will receive higher payments in line with market value creation for better quality milk.

“By accelerating our sustainability efforts, we set the bar higher for dairy in general. The introduction of our sustainable Top Dairy line is a great example of this.”

FrieslandCampina is also planning to make additional investments to expand its existing sustainable and special milk flows.

Royal FrieslandCampina CEO Hein Schumacher said: “By accelerating our sustainability efforts, we set the bar higher for dairy in general. The introduction of our sustainable Top Dairy line is a great example of this.

“With this we strengthen our purpose ‘nourishing by nature’; increasingly better nutrition for our consumers and a good living for our dairy farmers. This is what it’s all about, now and in the future.”

Zuivelcoöperatie FrieslandCampina chairman Frans Keurentjes said: “Sustainable milk will pay off, we are convinced of that. Being one of the leading dairy cooperatives in the world, we ask our members to show strong commitment to meet the demand for more sustainable and special milk flows.

“In addition to the higher payment for sustainability, we are aiming at well-balanced and market-driven growth. This will help us create a cooperative in which a next generation of farmers is guaranteed a future.”