Horsham Coles store manager Steven Lemmens said since the launch of the milk in September, Horsham is among the top 10 stores for sales in Victoria, and in the top five among regional locations.

“Since September, Horsham shoppers have bought more than 10,000 litres of the milk at Coles,” he said.

Forty cents for every litre of milk goes to the Victorian Farmers Federation fund to support dairy farmers in south eastern Australia.  

Murra Warra farmer and federation president David Jochinke said he was delighted to see consumers choosing to support dairy farmers. 

“It is encouraging that consumers continue to show their support for the Farmers’ Fund initiative,” he said.

So far, one million litres of milk have been sold throughout Australia.

“It is a strong milestone and allows us to continue providing grants to farmers in need,” Mr Jochinke said.

Money raised through the milk is distributed through a new round of grants every three months.

“The livelihood of farmers is of the utmost importance and we will continue to support the industry with grants from the Farmers’ Fund,” Mr Jochinke said.

Applications for the next round of Farmers’ Fund grants will open for dairy farmers from Monday.