THE Victorian Farmers Federation (VFF) says the move by Coles to lift their own brand milk price is welcoming for farmers, and reflects the mounting costs being incurred by producers at the farm gate.

The supermarket giant will increase its three litre bottles by 60 cents to $4.50, while its two litre bottles will rise by 50 cents to $3.10, and its one litre bottle by 25 cents to $1.60.