Why Fonterra accepted defeat in the dairy aisle
OPINION: Fonterra's sale of its consumer dairy business to Lactalis is a clear sign of the co-operative’s failure to compete in the branded consumer market.
Thirty-eight tankers and truck units are getting a new Milk for Schools look as the scheme heads for its fourth anniversary in May. Basketballs, books and backpacks are among items appearing in the new branding.
“Our tanker team daily transports milk to our Waitoa UHT site to be packed and sent to 70% of primary schools,” says Fonterra’s general manager community programmes Chris Ward. [The scheme] provides dairy nutrition to 140,000 kids every school day, yet many Kiwis don’t know that it’s social giving... by the co-op’s farmers.”
Fonterra’s general manager of national transport and logistics Barry McColl says Fonterra’s tankers are among the most recognisable vehicles on NZ roads, so they have an important role.
“Fonterra’s tankers drive 95 million kilometres a year.... What’s on them reflects what we stand for as a cooperative and what’s important to our farmers.
“Milk for Schools represents our commitment to the health and wellbeing of the next generation, while the new branding helps our tanker team understand the critical part they play in the process.”
The Te Awamutu tanker drivers will be the first to take the rebranded tankers out.
