Farmers Sell 30% Of Milk Through Vending Machines
A UK family of dairy farmers is using vending machines to sell fresh milk and local produce directly to consumers, potentially tackling 'food deserts' in rural areas
A family of dairy farmers in the UK is using vending machines to sell fresh milk and local produce directly to consumers in rural areas, potentially helping to tackle 'food deserts' and providing a more profitable way for farmers to reach customers.
The family, including Mark James, 70, and his sons Sam, 39, and Jacob, 36, have been successful with their initiative, with 30% of their daily milk production being sold through the vending machines. Their herd of 130 dairy cows produces 4,500 litres of milk per day, with the remaining 70% being sold to a local milk processor.
The family's vending machine business, Whole Moo World, has 17 machines located across Herefordshire and the neighbouring counties of Gloucestershire, Worcestershire and Shropshire. They have also expanded into retailing cakes, sandwiches and other treats made by small local producers through their business, Tuckshop, which has 22 sites, mostly alongside the milk machines.
## What changed Farmgate milk prices began to tumble again earlier this year, with prices dropping from 44p per litre in August last year to 30p per litre in February. This change in prices has made it more challenging for farmers to make a profit, but the vending machine business has provided a more profitable way for the family to reach customers.
## Why it matters The use of vending machines to sell fresh milk and local produce could help tackle 'food deserts' in rural areas, where lower-income households struggle to find fresh healthy food amid closures of local shops and poor public transport. The family's initiative has shown that vending machines can be a viable solution for villages and small rural communities, providing them with access to fresh and healthy food.
The family's farm is located in Bodenham, Herefordshire, and their vending machines are located in various sites across the region. The success of their initiative has demonstrated the potential for vending machines to be used to sell fresh milk and local produce, and could pave the way for other farmers to follow suit.
