It’s not as simple as keep putting prices up and consumers will pay

That’s the statement from Robert Graham in his letter to his farmers who highlights an (unnamed retailer) Grahams trade with where a 15p increase in a dairy product supplied by Grahams resulted in a whopping 70% decrease in sales.

Unfortunately, milk supply and demand is a perfect storm.  Farmers have ramped up production whilst consumers have reacted to high dairy prices.