A NEW brand of fresh milk has proved itself the cream of the crop just three months after being launched in the wake of the foot and mouth crisis.

Bowland Fresh Milk produced and sold in Ribble Valley has been so successful that it is now available in four-pint cartons.

Fifteen Ribble Valley farmers picked themselves up after the devastation of foot and mouth and formed a groundbreaking cooperative to produce Bowland Fresh Milk.

The silver-top special was soon being lapped up by supermarkets across the North West and is now the cream of the crop.

The milk is collected every day by its own tanker for bottling and distribution at Booth's stores throughout the region.

Members of the Bowland Fresh Milk Cooperative receive a premium price for the milk, which is produced to the highest standards of hygiene and animal husbandry.

The launch of the new four-pint carton at Booth's in Clitheroe was attended by Tim Bennett, deputy president of the National Farmers' Union.

He said: "Bowland Fresh Milk is an excellent success story of farmers working with a supermarket for the benefit of customers. Bowland Fresh Milk is going from strength to strength, highlighted by the launch of the four-pint cartons."

Booth's marketing director Chris Dee added: "Research shows that four-pint cartons of milk are very popular and we feel that the new size will increase sales even more. Bowland Fresh Milk is now a significant part of our milk sales and we are delighted that it is doing so well."