Gippslanders have been urged to act as the unofficial sales team for new local farmer-owned and operated milk brand, Gippsland Jersey.
Gippsland Jersey was officially launched at the Warragul Farmers' Market on Saturday, with customers queuing to buy a two litre bottle of the locally produced full cream milk.
More than 1700 litres were sold on the day.
The brainchild of fourth generation Jindivick dairy farmer Steve Ronalds and Warragul public relations specialist and daughter of a dairy farmer, Sallie Jones, Gippsland Jersey aims to provide an improved farm-gate price to farmers by bypassing major milk purchasers.
According to Mr Ronalds, the brand now needs the support of the Gippsland community to succeed.
"The response so far has been overwhelming and we have been absolutely blown away by the support we have received," Mr Ronalds said.
"Now we need that support to translate into sales so we can bring other farmers on board to supply us and further support the Gippsland dairy industry."
Anyone who would like to stock Gippsland Jersey should email firstname.lastname@example.org or phone 1300 854 299.