FOR decades Kiewa Country milk cartons have graced store shelves, but Murray Goulburn will not guarantee the brand will continue.
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In moving to close its Kiewa dairy, the food firm hinted the North East’s own brand, which adorns white, chocolate, strawberry and iced coffee cartons, would go.
“Murray Goulburn is considering the future of the Kiewa Country brand,” the company declared in a media statement on the shutting of the factory.
Murray Goulburn managing director Ari Mervis said a final decision had not been made.
“I think it would be disappointing if it had to disappear totally off the shelves," Mr Mervis said.
"It is a franchise link and our people are very supportive of the local environment and we will consider all options in that regard.
“It is not at all surprising seeing a great deal of passion to the industry and more specifically to the local brands which is tremendous.”
Kiewa General Store owner Brendon Arundel does not want the brand to vanish.
“I said to somebody what are they going to call it ‘Cobram Coffee”,” Mr Arundel said, referring to where milk from the Kiewa Valley will now be processed.
“The name itself is iconic and you don’t mess up a good thing, that’s what we have.”
Mr Arundel said the closure of the Kiewa factory was “scary” and it would have a big impact on family budgets in the district.
“It just hurts everyone,” he said.
“There’s 150 guys there, if I got half of those per week it’s great, but if I don’t get them then now I’ve got to look at my livelihood and that of my staff.”
Tangambalanga publican Bob Thomas said the closure would hurt, but a big slice of workers lived in Albury-Wodonga rather than locally.