Arla launches free milk ATM to mark Fareshare partnership

By: Trademagazin editor Date: 2024. 10. 15. 09:46

Arla Foods has launched the UK’s first free milk ATM in a London pop-up collaboration with Fareshare, to raise awareness of dairy poverty.

Dubbed ‘The Milk Bank ATM’, the innovative milk-dispensing installation is branded with the Arla logo and text that reads “free milk withdrawal”. Located in North London, the machine allows passers-by to receive fresh milk by pushing a button.

The dairy manufacturers’ pop-up kicks off its nationwide pledge to provide fully-sponsored-and-stocked frigerated ‘Milk Banks’ at charities across the country, including 100 fridges to FareShare charities.

Arla senior vice president Jonathan Dixon said: “We are on a mission to enhance the accessibility of nutritious dairy products for communities across the UK.

“Too many charities have to turn away fresh dairy donations because they have nowhere to store it, but by working with FareShare, we hope to overcome that.”

Fareshare head of external affairs Ben Ashmore added: “Our charities report that the demand for nutritious dairy products is increasing, but many lack the infrastructure to store refrigerated items safely.

“Thanks to Arla’s generous commitment to donating fridges to charities across the UK, many of these organisations can now offer a more varied range of nutritious food.”

The new campaign comes less than a week after Arla also partnered with Aldi in a deal which will see the discounter invest over £30m in its dairy farmers over the next three and a half years.

Grocery Gazette