China likes Westland infant formula

Westland launched its range in China on Thursday last week (19 July) was well received with strong interest from customers and Chinese media.

The official launch of the new Westpro Nutrition base powders was part of a week-long visit to Shanghai by the company to demonstrate Westland's commitment to the China market, raise awareness of the Westland Milk Products brand and to promote Westpro Nutrition.

Chief executive Rod Quin says the evening launch of the infant formula base powder range and Westland's new 'Genuine New Zealand Dairy' branding was particularly successful.

"Feedback from customers and potential customers was very positive, with our guests commenting favourably on the professionalism of Westland, including the values that we stand for and our obvious commitment to developing our business in China. Important relationships have been started or developed through the week's activities and these are being converted into sales."

The NZ Trade and Enterprise facility 'New Zealand Central' in Shanghai was the venue for the evening attended by some 70 guests and Chinese officials. The venue was turned into a representation of the West Coast, complete with large panoramas of lush farming pastures backed by snow-capped mountains, grass flooring, and natural plant features.

The decoration also featured images from Westland Milk Products' five key brand messages: Genuine New Zealand History, Genuine New Zealand Ownership, Genuine New Zealand Quality, Genuine New Zealand Innovation and Genuine New Zealand People.

"This positioning helps the Westland brand stand out from the competition," Quin says. "It is an important time to be cementing our place in both the overseas markets and here in New Zealand."
Quin was particularly pleased with the Chinese media response to Westland's launch.

"Although it's unusual for Chinese journalists to ask a lot of questions in open forum, we had a very lively question and answer session showing an obvious keenness by the journalists to hear the unique Westland story." Quin also gave exclusive interviews to three Chinese media with a focus on dairy, business and food safety.