NZ milk rolls into China
A group of Chinese companies is rolling out more premium UHT milk and planning a new ‘‘fashion milk’’ from its 29 New Zealand farms, almost entirely for the Chinese market.
The company’s fresh milk, produced with Green Valley Dairies, already arrives on the shelves of 18 Alibaba Hema Fresh supermarkets in Shanghai a few days after it is produced in New Zealand. Milk New Zealand Dairy, the export arm of Alibaba majority owned Theland New Cloud, has yet to draw up a launch plan for the new product.
Manufacturing partnerships have been developed with Fonterra, Synlait, Miraka and Westland Milk Products and others. Theland Farm Group runs the farms for the Chinese.
Theland Farm Group agribusiness chief executive Justine Kidd said the partnerships had helped it gain more value for milk in the marketplace to make farmers more profitable. The farms were the company’s brands and Chinese identified with their clean air, food safety and free range farming.
She said co-operative and contract dairying were the two models in New Zealand dairying yet farmers getting $5-$6 a kilogram of milk solids over many years were only breaking even, paying bills and interest. ‘‘I really think that if we stick with only cooperative and only contract there is a high risk the majority of us will remain price takers,’’ said Kidd speaking at the Future Farms conference in Palmerston North last week.
‘‘But if we can shift ourselves into partnership models ... from owning everything equals success to actually recognising there is talent in different parts of our supply chain that if we can partner with we can create more success.’’
Value in the future would be created on the farm with specialty milks such as high protein products, A2 milk, organic and jersey cow milk and milk with some nutritional differences, she said.
Kidd said the company still operated like a start-up after more than five years and had yet to crack its strategy but was making progress with partnering with New Zealand based manufacturers to create products wanted by customers and distributing them to the market, and looking to a future model that would enable farmers to share the rewards.
She said there was no real focus on supplying milk products to New Zealand, and apart from a Hamilton store it was distributed to China.
The 25 dairy farms and four drystock farms on 12,000 hectares produce 10 million kilograms of milksolids from 26,000 cows with another 5500 young stock on the properties.
A 57 per cent shareholder in Theland New Cloud since December is Alibaba Group Holding, founded by China’s richest man Jack Ma, and his capital venture firm.
This month a UHT product was launched with four grams of protein that is being produced with Westland.
Yet to go on the shelves was a ‘‘fashion milk’’, said Kidd.