Yesterday's (10 October) announcement by the supermarket chain Woolworth's was anxious to stress that the recent protests of dairy farmers are falling on deaf ears. It has ruled out a review of its milk prices in defiance of calls for a boycott of the chain and suppliers' fears of bankruptcy. Woolworth's is not the only retailer selling cheap milk, but this chain has been targeted by protestors because it kick-started the milk price war with reductions two months ago.