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Fonterra is entering the fresh milk market in China.
Fonterra is entering the fresh milk market in China.
The co-op has launched Daily Fresh milk in 14 stores in two major cities – Shanghai and Suzhou.
The milk, sold in 750mL bottles, is sourced directly from Fonterra’s farm hub in Hebei province.
The bottles carry labels matching each day of the week to emphasise freshness, with stock being replenished overnight ready for each new day.
Initial volumes are about three tonnes daily, with plans to scale-up over time and expand with the retailer as it rapidly expends store numbers across China.
Fonterra has partnered with Hema Fresh, Alibaba’s new retail concept which combines bricks-and-mortar and digital shopping.
The president of Fonterra Greater China, Christina Zhu, said the new product meets growing domestic demand for higher-quality fresh products, as part of the ‘premiumisation’ of China’s consumer categories.
“Shoppers here in China are becoming increasingly sophisticated in their tastes and preferences, driven by rising household incomes,” said Zhu.
In a follow-up to this old mutt’s piece two issues ago about Fonterra directors getting to grips with the co-op’s financial state and loudly sharing their dismay in the Koru club, another of the Hound’s spies has passed on more news in the ‘Fonterra director watch’ category.
Fonterra says there’s an urgent need to improve return on capital invested in the co-op by farmers and unit holders.
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