Tuesday, 23 January 2018 12:55

Fonterra goes fresh daily into China

Written by 
Fonterra is entering the fresh milk market in China. 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. 

 

More like this

Another rebel wins election

Canterbury farmer John Nicholls last month became the second farmer-nominated candidate to win a seat on Fonterra’s board.

 
 

» Latest Print Issues Online

Milking It

Proper cows!

Maternal aggression may be behind many attacks on humans by cows, say two overseas animal experts.

 
 

» Connect with Dairy News