International Campaign Set to Boost NZ Dairy Exports
A new multi-million-dollar marketing campaign has begun to educate Australian, Chinese and ultimately U.S consumers on the health benefits of New Zealand’s grass fed dairy products. The international campaign has been launched to raise awareness of the benefits of consuming milk products from 100% grass fed cows over those raised on grain based diets. It’s all part of the introduction of new Munchkin Grass Fed™ milk-based formula and toddler drinks. Milk matters because it is the key ingredient in infant formula and toddler milk drinks, constituting up to 65% of the powder. Steve Dunn CEO of California based Munchkin, the world-class infant and toddler product company behind the campaign, says that a premium brand positioning which leverages New Zealand’s natural advantage may offer significant economic benefits for the local dairy industry. Dunn says that milk from 100% grass fed cows is healthier than milk from grain fed cows, and in the North American market, organic dairy farming relies on a grain based diet. “With growing demand, the livestock industry has shifted and organic milk is now coming from industrial-scale facilities. In fact, many US organic brands are buying milk from mega-dairies with as many as 10,000 cows on a factory farm.” “According to the USDA standard, organic-raised cows are only required to live on pasture 30% of the year, and during that time, only a small portion of their diet must be grass. Other feed may be a mixture of silage, corn, gluten and pulp.” Dunn says the marketing campaign that will include advertising, public relations and social media throughout China, Australia and the U.S. in 2017, aims to communicate the key benefits of the consumption of grass fed milk-based formula products from New Zealand’s grass fed cows. “Most parents don’t realise that up to 65% of infant and toddler […]