A FARMERS' buying consortium in the North-East is helping encourage farmers to adopt environmentally friendly farming methods and raise awareness among consumers.

Agri-Trade Direct teamed up with The Wildlife Trusts and Farming and Wildlife Advisory Group to launch the White and Wild milk brand.

The project, established with help from the Government, has proved successful with shoppers and is now set to hit supermarket shelves across the country.

The project, launched in April last year, offers financial incentives to farmers to work in an environmentally friendly way.

A contribution from the selling price is also made to The Wildlife Trusts to aid their conservation work in the UK.

Agri-Trade, in Bishop Auckland, County Durham, has been working hard to establish the brand, with financial support from the Government's Rural Enterprise Scheme.

After a successful trial in 56 Sainsbury's stores, the supermarket chain is set to introduce the brand in more stores later this month.

Others, such as the Co-op and Safeway, have also signed up to sell the product along with BP's forecourt Connect stores.

Ken Whitley, managing director of Agri-Trade Direct, said: "We are talking to several other supermarkets and are confident that once they start to see a growth in distribution of the product, they will follow by giving our brand a listing.

"All too often, people think that all of the endangered species and habitats of wildlife are abroad and that we should be taking action to save both the whale and the tiger, while failing to appreciate that the real way to influence conservation abroad is by demonstrating that we value and appreciate our own diversity."

On average, the White and Wild products cost 5p more per bottle.