Fonterra is rolling out new global food quality seal as part of its efforts to add value to milk and maximise returns for farmers.
Image credit: www.fonterra.com
The quality seal – called Trusted Goodness™ – will initially appear on packs of Fonterra-branded products in the US, China and Malaysia as part of a global roll-out over the coming months.
Fonterra’s Chief Operating Officer, Global Consumer and Foodservice Jacqueline Chow, said the company’s market research found that global consumers are willing to pay a premium price for high quality, safe and healthy food from trusted sources.
“Consumers want to know more about where their food comes from and that it is produced by businesses using sustainable and ethical practices. Consumers are actively seeking out products they can trust to feed their families and that come with these benefits,” Ms Chow added.
She said 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™.
“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.”
The seal is expected to appear on the vast majority of Fonterra products over the coming years.
“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,” Ms Chow concluded.
