Kerrygold has released a new milk product specifically aimed at the lucrative Chinese market, it has been announced.
The launch of Whole Milk, which comes ahead of the abolition of milk quotas next year, was announced by the Minister for Agriculture Simon Coveney in Beijing today during the Irish trade mission to China.
This announcement is a key part in IDB’s strategy to develop premium dairy products for markets in milk deficit regions. China will be an immediate route to market for additional milk Irish farmers will produce when milk quotas are removed in April 2015.
Kerrygold Whole Milk will be sold through major Chinese retailers, regional shopping networks and e-commerce retailers and supported by a marketing campaign that focuses on ‘Craftsmanship’. Extensive consumer insight research found that Chinese shoppers responded positively to the image of Ireland as a pure, green island, with clean family farms, where the tradition of craftsmanship is married with the modern technology required to ensure high standards of safety and quality production.
Minister Coveney said: “We are entering an exciting time for the Irish dairy sector as milk quotas are abolished from next April. The development of premium dairy products and the building of routes to markets, in particular in emerging dairy markets like China, are essential if we are to deliver on our objectives under Food Harvest 2020. IDB’s investment in China and the entry of Kerrygold Whole Milk into the Chinese mass market opens up considerable market opportunities for the additional milk we are expecting post 2015.”