Distributors across the North East and Border were told on Friday that the brand would be replaced with Devondale milk after processing stops at Kiewa.

It means Kiewa Country plain, iced coffee, chocolate and strawberry milk will not be produced.

​The general manager of Wangaratta distributor Burgan Bros, Scott Hazell, said the move was expected, but he thinks iced coffee consumers will be particularly upset at the decision.

“The customers they can deal with not having strawberry or chocolate, but they just want their coffee milk,” Mr Hazell said.

“It’s a real shame and there’s been no communication or feedback from Murray Goulburn, it’s terrible.”

Alpine Dairy partner Joe Galvan, who distributes milk from Myrtleford south to Mount Hotham and has sold Murray Goulburn milk for 41 years, was disheartened.

“Murray Goulburn closing the factory, they look after all the people working in there, (but) what about us distributors,” Mr Galvan said.

“Nobody mentions the distributors, not on television, not in the paper.

“Now I’m trying to save my neck, I’ve got capital, I’ve got trucks, I’ve got refrigeration.

“I’m trying to do my best but the bottom line is if we disappear there are some corner shops that won’t get milk.

“We support kindergartens, schools and the little shop that has five litres a week.”

Wodonga distributor Linda Coon expects there will be disappointment.

“As a business I’m still working with Murray Goulburn to work out what we’re going to do,” she said.