Fonterra is rolling out a new global food quality “seal” as part of a strategy to add value to milk and maximise returns for its farmers.
The new campaign will see a stamp with the words “Trusted Goodness” initially feature on packs of Fonterra-branded products in the US, China and Malaysia as part of a global roll-out over the coming months. It is expected to appear on the vast majority of Fonterra products over the coming years.
“Consumers want to know more about where their food comes from and that it is produced by businesses using sustainable and ethical practices,” said Fonterra’s Chief Operating Officer, Global Consumer and Foodservice Jacqueline Chow.
“Fonterra’s farmers have invested more than $1 billion into environmental initiatives over the last five years. They’ve fenced 97 per cent of defined waterways on their farms, developed nitrogen management systems to reduce leaching, and spent more than $8 million on research into emissions reducing technologies.
“All of their good work on-farm, combined with New Zealand’s natural, grass-fed advantage, the Co-operative’s focus on traceability, food safety and quality supported by Fonterra’s farmers and employees has helped to build credibility behind the Trusted Goodness™ seal,” said Chow.
“Our purpose is to be the world’s most trusted source of dairy nutrition. Trusted Goodness™ will help to tell our New Zealand quality story and access more value for our farmer shareholders,” Chow said.
This worldwide commitment comes only weeks after Fonterra suspended a distribution agreement witha a Chinese distributor after Shanghai food safety officials and police announced the arrest of 19 people suspected of repackaging expired milk powder from New Zealand.
