Danish dairy giant Arla Foods is fast losing retail share in its home market. Shell has already dropped Arla Foods as supplier of dairy products in its 118 petrol station shops and instead chosen a small organic dairy, Naturmælk . Shell claims the milk from Naturmælk is of such better quality that consumers can taste the difference. Director of Shell shops in Denmark, Bjarne Månsson told Danish daily Jyllands Posten that "Arla's production is so highly industrialised that they pump and push the milk through the pipes and so unfortunately crush the fat structure in the milk. Naturmælk, on the other hand, treats the milk more sensitively, using old fashioned methods."It is the first time a chain has de-selected Arla as a supplier in its home market.