BURRA Foods has launched its new dairy brand, Pure Source Milk.
In a first for Burra Foods, Pure Source is the first retail product for the Korumburra dairy manufacturer and is part of a considered 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.
Each pack contains a Farm Finder QR code that tells the story and provides key information on the farms that supply Burra Foods.
Evan Scicluna, Burra Foods Marketing and Business Development Manager, said Taiwanese consumers drink over 15 million litres of premium imported fresh milk every year.
“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 more than 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.
Victorian Minister for Trade and Investment Philip Dalidakis congratulated Burra Foods on the Pure Source Milk launch and said the government was backing the company in its drive to promote Gippsland’s dairy products on the world stage.
“Victoria has a well-deserved reputation for producing premium food and beverage products and Burra Foods is a great example of how regional Victorian companies are taking these products to the world,” he said.
“The Victorian Government is helping companies like Burra Foods connect with global markets so they can grow and employ more locals.”
Pure Source Milk will be retailed across 5000 distribution points in Taiwan and will be supported by an integrated marketing campaign heavily focused around Gippsland’s pristine farming environment.
The official in-market launch ceremony launch was held in Taipei last Tuesday and was attended by key trade and company officials.