TASMANIANS are being urged to start buying Pura Milk again after farmers today settled their four-month price war.
The bitter milk-price standoff has sent some farmers to the brink of financial collapse and public backlash against the processor has cost National Foods dearly.
"I would like to think the damage caused to the brand is not irreparable," National Food's Murray Jeffrey said today as the two warring parties emerged from marathon talks in Latrobe.
National Foods will now embark on a public campaign to try and claw back some of the 30 per cent in sales of Pura Milk it lost as Tasmanians showed their support for farmers at the checkout.
And the group bargaining on behalf of National Foods' 91 Tasmanian suppliers will recommend all farmers sign new contracts to supply the processor with milk in January.
"We are exhausted and want to get back to the business of running our farms," collective bargaining group spokesman Phil Beattie said after the seven-hour negotiation.
