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Mooove over – Made by Cow is muscling its way into the milk market

Australian milk company Made by Cow, is making itself known in the local milk market and beyond, with its safe to drink raw milk proving a hit with consumers.

The company revealed its patented cold pressed method at a launch event in Sydney on Thursday, which uses world-first technology to allow raw cow’s milk to be consumed safely without resorting to heat pasteurisation, which they say can deplete milk’s natural nutrients.

The breakthrough method, which was approved by the New South Wales Food Authority in 2016, sees the milk bottled straight from the farm and immediately placed under cold high pressure.

The milk has been available to consumers for some time at Harris Farm Markets and health food stores, but chief executive Wade Porter is keen to scale up the business.

“We realized that we really needed to invest in our operation,” Porter told Inside FMCG. “It’s taken us 18 months to get the business operational to deliver scale.”

“Now we’re out seeing all of the retailers nationally. The response has been really encouraging. They can see some real excitement about a premium milk brain that’s truly differentiated. There’s no one like us in the category.”

The business currently works with a single Jersey herd on the New South Wales South Coast and Porter said they will hand select more farms when the capacity requires it.

With many customers turning their back on cow’s milk in favour of plant-based milk in recent years for their individual dietary preferences or requirements, Made by Cow will need to work hard to win back these consumers.

Porter believes that their raw cold pressed milk is better for digestion than the standard pasteurised milk on shelves.

“Highly educated consumers are seeking out plant milks because they think they are more nutritional but they are actually full of emulsifiers, vegetable gum and binders, because it separates so aggressively, and there’s so much data coming out that these emulsifiers and agents are the worst thing for your gut,” he said.

“We really believe that the enzymes that naturally occur in cow’s milk, that we’ve been able to keep in tact, we believe that they play a role in digestion. Also our milk is high in A2 protein, being Jersey.”

Due to the unique bottling method, Made by Cow milk enjoys a longer shelf life than standard milk, lasting for about six weeks.

The company said several countries have already reached out to discuss the patent technology.

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