GIPPSLAND-BASED DAIRY processor Burra Foods has launched its first retail product, Pure Source Milk, which it will export to Taiwan, backed by an integrated marketing campaign heavily focused around Gippsland’s ‘pristine’ farming environment.
Burra’s Evan Scicluna said Pure Source is part of a strategy to drive maximum value from fresh farm gate milk in international markets.
The one-litre Australian fresh milk packs will initially be exported to Taiwan with a strong focus on regional provenance back to the Gippsland dairy farming families that supply the high quality milk, he said.
Each pack contains a Farm Finder QR code that tells the story and provides key information on the farms that supply Burra Foods.
“Taiwanese consumers drink over 15 million litres of premium imported fresh milk every year,” Mr Scicluna said.
“There is already a positive preconception of Australian agriculture and we plan to take it one step further by promoting Gippsland as Australia’s premier dairy region.”
Insights generated by Burra Foods suggest over half of all Asian dairy consumers want to know more about where their milk originated.
“Quality and traceability is of the utmost importance to Asian dairy consumers.
“As a product, Pure Source Milk combines great tasting, high-quality fresh milk with our on pack digital platform Farm Finder so that Asian consumers can visualise and experience exactly where our milk comes from.”
Burra Foods believes traceability in the dairy supply chain will continue to evolve with technological advances and Victoria’s booming tech sector can play a vital role in substantiating the premium positioning of agricultural products in international markets.
The official in-market launch ceremony launch was held on June 19 in Taipei.