Cam­paign to boost dairy ex­ports

Exporter - - MAKING NEWS -

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.

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