KUALA LUMPUR: Farm Fresh Bhd is taking sustainability efforts up a notch by encouraging consumers to buy fresh milk in returnable and reusable glass bottles.
Founder and chief executive officer Loi Tuan Ee today announced its "Milk on Tap @ Jaya Grocer" initiative in an exclusive collaboration with Jaya Grocer.
Consumers at Jaya Grocer 163 Retail Park, Mont Kiara can get fresh milk dispensed into Farm Fresh glass bottles at the same price of RM7.90 per litre with only a one-time payment of RM3 per empty bottle.
They can return the bottle at their next purchase in exchange for a newly-filled bottle.
Loi said the company had taken a corporate policy stand to reduce its carbon footprint and take proactive steps to be more environmentally responsible.
"Currently, 37 per cent of our turnover comes from products that use fully recyclable and sustainably-forested packaging, and we aim to increase that level in future.
"Dispensing fresh milk to consumers in reusable glass bottles is already practised in Western countries.
"This is not only seemingly fresher but would also help make the zero-waste objective more achievable," he said in a statement today.
Jaya Grocer chief executive officer Adelene Foo said it was all part of the fresh market brand's service culture to introduce new and innovative ways to delight its customers.
"We aim to make each visit to Jaya Grocer a fulfilling experience and this time, we're happy to help our customers reduce plastic waste – one glass bottle at a time," she said.
Foo added that Jaya Grocer would consider extending this service to customers at other outlets later, depending on the success of this pilot project.