Fonterra launches organic milk8 May 2015
Despite the reservations of scientists about the potential impact of organic milk on human health, Anchor is making organic milk more accessible to New Zealanders with the nationwide launch of Anchor Organic. Fonterra Brands New Zealand Managing Director Tim Deane said that with other organic milk brands only available in certain regions or very expensive, […]
Despite the reservations of scientists about the potential impact of organic milk on human health, Anchor is making organic milk more accessible to New Zealanders with the nationwide launch of Anchor Organic.
Fonterra Brands New Zealand Managing Director Tim Deane said that with other organic milk brands only available in certain regions or very expensive, Anchor is on a mission to make organic milk more widely available at a fair price.
“We want to put organic milk in reach of more New Zealanders. We’ve done just that through our nationwide distribution and providing Anchor Organic at an everyday price that works out at only about 20 cents extra per glass compared to our standard Anchor milk,” said Deane. “All dairy farming is challenging, hard work. However, organic farming costs more so we have to pay more for the milk. We also have the added complexity of keeping the milk separate through the collection and bottling processes. So, there is a lot of effort on and off the farm that goes in to creating a certified organic product.”
“We’re confident of a good response from consumers. 72 per cent of Kiwis tell us that if organic milk was more affordable they would buy it more often. A further 25 per cent told us that if it was available in their regular supermarket that would also make a difference.”
“The total organic food and beverage market is now worth more than $133 million and the amount of organic milk sold domestically over the past year has increased by more than 50 per cent.”
Anchor Organic milk drinkers will be able to trace their milk from the fridge back to the farms it comes from.
“Our organic milk is sourced from Fonterra organic farmers in Manawatu. We can pinpoint the farms where our organic milk comes from and follow it from the farm right through to the supermarket shelf. Consumers can be confident it is looked after by us every step of the way. That’s a point of difference for us with some organic brands using third parties to bottle their milk,” said Deane.
Anchor Organic milk is available to cafes, foodservice outlets and dairies from this week and will be available in supermarkets from 18 May. Consumers will be able to choose from Blue or Green options. The milk is sold in Anchor’s 100 per cent recyclable light proof bottles, which prevent light damaging the milk keeping it fresher for longer.
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