Meadow Fresh
Leveraging AQ Assured: A Grass-Fed Story of Meadow Fresh
Meadow Fresh, a well-recognized local dairy brand with a history of over 50/80 years in New Zealand, sought to export products to the vast and complex Chinese market. The challenge was to differentiate itself in a market dominated by well-established dairy giants. Their strategy? Emphasizing their certified grass-fed milk supply, endorsed by New Zealand government owned assurance company, AsureQuality.
Strategy
Meadow Fresh recognized the potential of driving premiums by highlighting its New Zealand grass-fed story. By incorporating the AQ Assured Mark and QR code on their packaging, the brand provided consumers direct access to verified grass-fed milk supply information as well as the whole supply chain transparency.
Solutions
- NZ Government Testimony: A robust verification of product attributes to enhance credibility.
- Unique QR code: Each SKU comes with its QR code, ensuring end-to-end transparency of product supply chain.
- Customised co-marketing support: A comprehensive strategy encompassing e-commerce promotion, social media campaigns, exposure at expos, joint press releases, and more.
Results
- 7 SKUs now proudly displaying AQ Assured Mark, with more products soon to follow.
- Products have made their way to major e-commerce platforms and renowned local stores like Tmall and Sam’s Club.
- The brand consistently showcases its AQ endorsement at high-profile events, notably the CIIE (China International Import Expo).
