Verka is a flagship brand of MILKFED and came into being in 1973 when MILKFED was mandated for milk procurement, quality processing of milk & its products and marketing of these products. “Verka” was christened after the name of the place where the first plant was setup in Amritsar.
A trusted brand, Verka has become a household name and is loved by its customers for nutrition, quality and sheer indulgence. It has consolidated its brand strength by not only retaining the high quality of existing products but also by innovating and bringing new products to the tables of its diverse customers.
Verka has a wide range of products including different variants of Pasteurized Packed milk, Ghee, Table Butter, Skimmed Milk Powder, Whole Milk Powder, Cheese, Sweetened Flavoured Milk, Ice Cream, Indigenous sweets, fresh Products like Lassi, Paneer, Dahi, Kheer and Tetra Pack Products such as fruit beverages & milk. The products are available in Punjab, Haryana, Himachal Pradesh, Jammu & Kashmir and Northeast India. Verka also exports ghee to countries like the Middle East, Australia, Japan, New Zealand and Malaysia.
Verka stands apart, with its promise of purity! In the milk testing done by NABL (National Accreditation Board for Testing and Calibration Laboratories) accredited laboratory, Verka Gold has topped the full cream milk category with a score of 88 out of 100. The brand registered the highest milk fat at 6.69%, a lower saturated fat of 3.52%, and lower cholesterol content of 8.67mg/100g. Verka milk is also loaded with Calcium and Vitamin A.
The Start of our Story
The Punjab State Cooperative Milk Producers’ Federation Limited, popularly known as MILKFED, came into existence in 1973 to boost the dairy farming in the state. The primary objective of the Federation was to provide a remunerative market to the milk producers in the state through value addition and effective marketing of the produce. The other objective was to provide technical inputs to the milk producers for enhancement of milk production.
Although the federation was registered much earlier, it took its current bigger role, in the year 1983 when all the milk plants of the erstwhile Punjab Dairy Development Corporation Limited were handed over to Cooperative sector under Operation Flood. This move was directed at the giving the farmers a better deal and the customers better products. The organization setup follows a three tier system: Milk Producers Cooperative Societies at the village level, Milk Unions at District level and Federation as an Apex Body at State level. MILKFED Punjab has continuously advanced towards its coveted objectives well defined in its bylaws.
Collecting the Drops of Goodness
Currently, Verka sources milk from over 3,50,000 members of around 6300 village milk producers’ cooperative societies. These village level cooperatives work under 11 district milk producers’ unions with 9 milk plants having a consolidated milk handling capacity of around 20,00,000 litres per day. Each Verka product is the manifestation of natural goodness unlocked by adopting state of the art technology.
Verka pays remunerative price of 586/- per kg fat to the milk producers. Apart from an attractive price, transparency in payments, better testing and effective quality assurance systems makes Verka the perfect choice for the milk producers. This culminates into high milk procurement by the brand. It procured an average 15.82 lac litres of milk per day during 2019-20 as against 16.35 lac litres of milk per day during the year 2018-19.