Discerning customers drive demand for West Coast butter
New Zealand sales of Westgold butter have just soared past the three million mark, on the back of a consumer shift towards more natural fats. Produced in Hokitika by Westland Milk Products, Westgold is marketed as the ‘everyday gourmet butter’. It appeared in nearly a quarter of Kiwi fridges last year, and Westgold’s salted butter was the third most purchased butter in North Island New World supermarkets, according to recent Nielsen data. The three million sales milestone has been achieved in just three years, following the product’s domestic launch in 2015. Westgold has only two ingredients – cream and salt. Recent reports indicate that demand for butter, cream and other dairy-rich products continues to increase globally, in line with consumers’ renewed taste for natural fats. International retail butter sales are expected to expand by 2.9 percent to (US) $19.4 billion in 2018, outpacing the 1.9 percent growth in sales volumes, according to Euromonitor International. Westland General Manager Marketing and Innovation Hamish Yates says discerning consumers appreciate the fact that not all butter is created equal. “Globally, we are seeing an increasing consumer demand for natural, wholesome foods, and a return to the simplicity that products such as butter offer,” says Hamish. “Westland is proudly owned by our shareholders, the vast majority of whom farm on the West Coast. “The West Coast has New Zealand’s highest proportion of jersey and jersey-cross cows, which are renowned for producing milk high in butterfat. We think this, combined with our traditional churning technique, helps make Westgold butter so special. “We also find that there is a real appeal for the West Coast from North Island customers, who associate the region’s rugged beauty with a more natural product,” adds Hamish. One of Westland’s farmer shareholders is John Marshall. Along with his partner Anna, John milks […]