A PETITION is being organised to convince The Pine Hill Dairy (PHD) that it should not be selling its new ultra-pasteurised milk as “fresh milk”; and that it should not be placed in the refrigerated section of supermarkets.
The online petition, which received over 300 signatures in two days, is being organised by “concerned consumer” Donna Thompson to urge PHD to label the milk accurately and have it removed from supermarket chillers.
According to a Press release from Thompson, “consumers are confused by the packaging on which the word ‘fresh’ is the lead word used to describe milk that is now ultra-pasteurised, commonly known to the public as UHT or long life milk”.
She told the SUNDAY SUN that she asked several consumers in one supermarket about the milk and they all thought it was simply the old milk in a different package.
Thompson said the “best before” date was the only clue to the change and since the product was still being refrigerated in most supermarkets, “it frustratingly masquerades as the fresh milk which is no longer available”.
PHD is therefore being asked to urge supermarkets to place the milk on the shelves alongside the other UHT and milk substitutes, rather than in the refrigerated section.
“Current placement of the product not only sends a mixed message to the consumer but could also be argued to give the new UHT milk an unfair market edge,” the release said.
It was further noted that official guidance in Europe advised milk producers against promoting UHT milk as fresh milk.
“The fact that Pine Hill in their wisdom no longer market fresh milk as we know it or taste it, is galling, but not the only concern.”
Thompson asked consumers to view the petition, which “contains an easy-to-understand description of the various levels of pasteurisation to which cows’ milk is treated”.
“The signed petition, which will be [made] available to Pine Hill Dairy, relevant companies, government bodies and organisations in due course, is intended to inform and quickly create the changes called for above, as well as highlight the needs of the quality milk consumer,” the release stated. (NB)
