Woolworths buy the Farmers Own milk directly from the farmers, cutting out the big processing companies. The farmers have been able to to control the price they choose to sell it directly to Woolworths for. In other words it is not the same thing as the no brand name milk that's $1/litre, the farmers make more money from Farmers Own. It is one of the suggested brands to buy rather than the no brand milk.
Here is more info; http://ausfoodnews.com.au/2015/03/16...ueensland.html