COLES' latest attempt to justify milk prices to farmers with a cartoon about the supermarket price wars is under fire.

The supermarket giant last week released a three-minute cartoon and picture "sharing" its version of events and the flow on affect to milk processors and farmers.

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The cartoon includes dairy industry background including the fact that only 25 per cent of milk produced in Australia becomes drinking milk for Australians.

It also states that since the price war when one-litre of homebrand milk was slashed to $1 production of milk had increased for the first time in 10 years.

The cartoon also states Coles' profit from homebrand milk was slashed from about 55 cents for the two litre bottle to 10 cents, while processors still get about $1 and the farmgate price went up about four cents to about 90 cents.

This morning comments left on Coles' facebook site condemned the advertising story.

Michelle Radel wrote: "Mr Coles Marketing Exec got paid thousands to produce this pretty picture. Pity it doesn't depict the truth in anyway."

Jason Rozynski wrote today: "We are not getting anywhere near a fair farmgate price. We have had to put staff off since the milk war."

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