South Coast Dairy is so small that when its processing competitors Dairy Farmers and National Foods offer in-store specials on fresh milk, it cannot afford to match them.
Its farmer members promote the 1.5 million litres of milk they sell a year by making milkshakes at community events.
They say that because they do little processing, their milk tastes better and has none of the frothing problems coffee lovers have reported with the generic brand. The big companies do a lot more to milk than we do, Mr Timbs said. They take it all down to skim and only put back what they think you need.