The Texas-based natural and organic retailer Whole Foods Market (WFM) has launched an organic milk brand called 365 Organic Everyday Value organic milk.

The new brand is available in whole, fat free, 1% and 2% versions. Whole Foods Market says the milk is produced and distributed regionally throughout the US, as close as possible to the markets in which it is sold, by a cooperative of organic farmers.

“At Whole Foods Market, our shoppers trust us to seek out the highest quality foods, and we are excited to have the opportunity to partner with the co-op to offer the highest quality organic milk at an outstanding value,” said WFM’s national grocery coordinator Perry Abbenante. “We have shared our passion for everything organic since we opened our first store in 1980, and our new milk makes it even easier to choose organic.”

The new organic milk brand is the latest addition to the retailer’s private-label assortment which ranges from everyday to gourmet products, all free from artificial preservatives, colours, flavours, sweeteners and hydrogenated oils.