The Allansford-based processor is set to capitalise on rival Murray Goulburn’s decision to cease milk production at its Kiewa factory on July 28.

WCB’s Sungold brand milk products will replace Kiewa Country Milk in Wodonga and Albury Coles supermarkets. It will also be distributed by seven northern Victorian firms in Wangaratta, Myrtleford, Echuca, Rochester, Numurkah, Nathalia and Mansfield.

Joe Galvan, a partner in Myrtleford distributor Alpine Dairy, said the rural links of Sungold, which was first made in 1956, appealed.

“They’ve got all Victorian farmers and we had a look at their products and tasted them and we think Sungold will be the best for the area,” Mr Galvan said.

He said lack of agility made it hard to stay with Murray Goulburn which was centring output in Melbourne.

“It has to come from Melbourne and it only comes three days a week and the second issue is they will not make flavoured milk,” Mr Galvan said.

In a Facebook post, Wangaratta distributor Burgan Bros stated it had opted for Sungold because it “offers security for our local business, local employees, but more importantly, you our customer”.

Murray Goulburn did not reply when asked if it was irked to lose distributors.

In a statement confirming the end of production at Kiewa, a spokesman said: “We have informed our distributors and other relevant customers that Murray Goulburn can supply Devondale products at commercial rates from our Laverton facility.”