The 12 Noorderlandmelk dairy farmers, who supply the milk for the Weide Weelde brand, no longer do this in the direction of A-ware, but in the direction of Den Eelder in Well. Noorderlandmelk completely takes over the brand.
Coöperatie Noorderlandmelk supplied the milk of its members to A-ware, with whom it concluded a strategic alliance. The cooperation between the parties also included the processing and marketing of Weide Weelde. In this milk flow, 12 dairy farmers have been working on extra efforts for meadow bird management for the past 2 years.
With the introduction of Weide Weelde, it was agreed that Noorderlandmelk would supply the farmers with the story and that A-ware would take care of the marketing and sales. That also happened, but with the arrival of the AH concept (whereby A-ware introduces a sustainable milk flow with its own dairy farmers) there is no longer any place for Weide Weelde. Not for processing in the A-ware factory and not for marketing the product.
Wider range
Noorderlandmelk now wants to focus on a wider range of Weide Weelde. It concerns fuller dairy products, while A-ware prefers to focus on lean products. At Noorderlandmelk, the idea is that a wider range is needed to survive.
At dairy processor Den Eelder in Well, Northern country milk these possibilities. The Northern dairy cooperative takes over the entire package of tasks (including marketing and the work and risk that goes with it). Among other things, investments have been made in extra staff at Noorderlandmelk to be able to cope with this.
More Guild Farmers
The farmers who provide milk Meadow Weelde are called Gildeboeren. They focus on meadow bird management and graze the cows at least 180 days a year. For their efforts they receive €0,01 extra milk money and with the sale they collect money for general meadow bird management.
Now that Noorderlandmerk manages the brand completely itself and is expanding the range, there may be room for more participants from its own cooperative. The current Gildeboeren will soon be updated about the new course and it will also be examined whether there is room for new colleagues within this milk flow.
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