NOT everyone celebrated Australia Day last weekend, with this region's dairy farmers marking two years since Coles introduced its $1/litre milk into stores.
Initially brought into Coles supermarkets in early 2011, Woolworths soon followed suit, selling self-branded milk at a heavily reduced price.
Queensland Dairyfarmers' Organisation president Brian Tessmann said what was promised to be a "short-term thing" did not look to be disappearing anytime soon.
There's been a lot of people telling us that it's here to stay and we better get used to it. Well, that's more than we can do.
"The general reduction of value at the retail end has really impacted all farmers and impacted them fairly severely. This, along with other factors such as the aftermath of the floods, has resulted in more than 55 farmers leaving the industry in the past two years," Mr Tessmann said.
Mr Tessmann said with the recent introduction of $1 milk into Coles Express stores, the problem looked set to become worse.
"There's been a lot of people telling us that it's here to stay and we better get used to it," he said.
"Well, that's more than we can do."
Coles corporate affairs chief Jon Church said the decision was made after customers voiced their confusion over having to pay more for the same product at Coles Express.
"We thought they had a point and so we now offer the same price for these products whether bought at our convenience stores or supermarkets," Mr Church said.
Mr Church denied reports that it would affect independent shop owners as the volume sold at Coles Express stores was "very small compared to Coles supermarkets".
Mr Tessmann said the milk war had wiped about $300 million nationally from the retail value of fresh milk in the past two years.
"We are sick and tired of Coles' discount spin," Mr Tessmann said.
"It's simply un-Australian what they are doing."
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