Chief executive officer Adelene Foo said the company is pleased with the expansion, more Jaya Grocer outlets will carry similar initiatives soon.
She said on-ground observations were conducted to shortlist the three locations. The observations showed that customers in the areas showed indications of welcoming new concepts and Farm Fresh is able to do daily delivery.
Farm Fresh Milk-On-Tap @ Jaya Grocer was conceptualised to create more sustainability awareness and to reduce the use of single-use plastics.
"We're thrilled and humbled by the tremendous response resulting in over 50,000 bottles of milk sold at Mont Kiara 163 outlet already. That means 50,000 fewer plastic bottles at the landfills," Adelene said.
Meanwhile, Farm Fresh Bhd managing director and group chief executive officer Loi Tuan Ee said the milk producer is excited to offer a long term eco-friendly option to enjoy Farm Fresh milk in re-usable glass bottles through the partnership.
"We are happy to continue supporting Jaya Grocer and delivering fresh milk straight from the farm to these four outlets and more, as and when these locations are decided upon based on consumer feedback," Loi said.
Through this "Farm Fresh Milk-On-Tap @ Jaya Grocer" facility, consumers can get fresh milk dispensed into glass bottles at the same price of RM7.90 per litre with only a one-time payment of RM3 per empty bottle.
Bottles can be returned during the next purchase in exchange for a newly filled one.
Consumers who wished to have this facility at their local outlet are requested to post "I want Farm Fresh Milk-On-Tap @ Jaya Grocer XYZ" with XYZ being their preferred location on social media platforms such as Facebook and Instagram.
"Moving forward, we would like to hear from our customers in other areas if they would like to have Farm Fresh Milk-On-Tap at their neighbourhood Jaya Grocer. So please tell usthrough our social media channels," Adelene said.