Campaign to boost dairy exports
A new multi-million-dollar marketing campaign is aimed at educating Australian, Chinese and ultimately US consumers on the health benefits of New Zealand's grass-fed dairy products.
The campaign's objective is to raise awareness of the benefits of consuming milk products from 100 percent grass-fed cows over those raised on grain based diets. It's all part of the introduction of new Munchkin Grass Fed milk-based formula and toddler drinks.
Milk matters because it is the key ingredient in infant formula and toddler milk drinks, constituting up to 65 percent of the powder.
Steve Dunn CEO of California-based Munchkin, the company behind the campaign, says that a premium brand positioning which leverages New Zealand's natural advantage may offer significant economic benefits for the local dairy industry.
Dunn says that milk from 100-percent grass-fed cows is healthier than milk from grain-fed cows, and in the North American market, organic dairy farming relies on a grain based diet.
“With growing demand, the livestock industry has shifted and organic milk is now coming from industrial-scale facilities. In fact, many US organic brands are buying milk from mega-dairies with as many as 10,000 cows on a factory farm.
“According to the USDA standard, organic-raised cows are only required to live on pasture 30 percent of the year, and during that time only a small portion of their diet must be grass. Other feed may be a mixture of silage, corn, gluten and pulp.”
Dunn says the marketing campaign that will include advertising, PR and social media throughout China, Australia and the US in 2017, aims to communicate the key benefits of the consumption of grass-fed milk-based formula products from New Zealand.
The first batch of a multimillion-dollar formula export order placed with South Island dairy processor Synlait has already shipped.
The deal is paying Canterbury farmers a premium of $0.25 per kg for New Zealand milk produced to Munchkin's own specific standard. Formula sold under the Munchkin Grass Fed brand will be retailed in Australia and New Zealand.