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The real meaning of scale: Fonterra at the Shanghai Children, Baby, Maternity Expo (CBME)

  • Opinion
  • November 7, 2019
  • Fonterra
The real meaning of scale: Fonterra at the Shanghai Children, Baby, Maternity Expo (CBME)

When Fonterra’s Director Paediatrics, Susan Reelick, agreed to an online briefing at the Shanghai Children, Baby, Maternity Expo (CBME), she was surprised to learn that 10 million people would be listening in.

Susan was invited to have an online chat with one of China’s most influential mother bloggers who goes by the name ‘hot mummy in parenting.com’.  

‘Hot mummy in parenting’  real name is Crystal Zhang and she has more than 16 million followers online and her followers are always looking out for the products she recommends.

Susan was at the CBME to support one of our biggest paediatric customers, Hainan Govking, under the Goldmax Love brand.    Fonterra is the manufacturer of this finished product, and the product is sold and distributed in over 4,000 stores.  

Govking has been working to expand distribution, targeting an additional 3,000 stores, some of which are the leading Mother & Baby Stores in China.   

Susan says key amongst our selling points to both the retailers and the consumers is the New Zealand provenance.

“‘Hot mummy in parenting’ had talked a lot about the product but also wanted to know about where the product came from, so it was great to be able to use all my time talking about Fonterra farmers and our pasture-based farming.

“I explained that we are a co-operative in New Zealand owned by 10,000 farming families and that we have the ideal climate for growing grass and that our cows roam freely in paddocks eating fresh green grass.

“The other big thing I talked about, was how our farmers are always looking to embrace new ideas and advances in technology, and that they are seen as the world’s best in dairy quality, safety and animal welfare,” she says.

Susan added that the online listeners also wanted to be reassured that our New Zealand processing sites are all Government certified, and that we had the best quality and safety systems to meet the regulations and customer requirements.

Held annually in Shanghai, CBME (Children, Baby, Maternity Expo) China is the world’s largest trade fair for child, baby and maternity products & services. It brings together buyers, manufacturers, distributors and suppliers in the industry from all over the world including: 3,600 exhibitors, 4,900 brands, and over 110,000 visitors.

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Gem Retail Hotlist: Barkers innovates the in-store experience

  • Design
  • November 21, 2019
  • Catherine Murray
Gem Retail Hotlist: Barkers innovates the in-store experience

Barkers won the 'Hottest in-store experience' award at the 2019 Gem Retail Hotlist. We've investigated what made them stand out.

Read more
 
 

Gem Retail Hotlist: Nothing nutty about Pic's Peanut Butter World

  • Design
  • November 21, 2019
  • Sarah Dunn
Gem Retail Hotlist: Nothing nutty about Pic's Peanut Butter World

Pic's Peanut Butter World was the winner of the 'Hottest fit-out' award at the Gem Retail Hotlist this year. We found out more about its fabulous fit-out.

Read more
 
 

How do Kiwis do their Christmas shopping at Mighty Ape?

  • News
  • November 20, 2019
How do Kiwis do their Christmas shopping at Mighty Ape?

New Zealand e-tailer Mighty Ape surveyed 2,962 Kiwi shoppers post-Christmas last year. Among its findings are that Black Friday is officially bigger than Boxing Day among its audience, with almost four times as many products were sold on Black Friday compared to Boxing Day 2018. Cyber Monday, the online-only sale that falls on the Monday following Black Friday, has also proven to be popular with Kiwis. It now also outsells Boxing Day at Mighty Ape.​ ​It's presented further findings in a clever infographic.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Introducing New World's 2019 Christmas ad

  • News
  • November 19, 2019
  • StopPress Team
Introducing New World's 2019 Christmas ad

New World and Colenso BBDO have unveiled this year’s Christmas ad, showing the generous Kiwi tradition of inviting every available Tom, Dick and Harry to Christmas lunch, resulting in many mouths to feed.

Read more
 
 

Raglan Coconut Yoghurt's Latesha Randall reports back from the US on what's hip and happening

  • News
  • November 19, 2019
  • Latesha Randall
Raglan Coconut Yoghurt's Latesha Randall reports back from the US on what's hip and happening

Latesha Randall is ​the co-founder of Raglan Coconut Yoghurt, a delicious dairy-free yoghurt born out of a beautiful town two hours south of Auckland. She previously documented the adventures of her company when it was a start-up in a column in Idealog – you can read it here. Recently, Randall traveled to the 2019 Natural Products Expo in Baltimore, USA and observed the food trends that were happening abroad. New Zealand foodies, take note: here, she reports back on what she thinks will be big contenders in the future food space.

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Outdoor goods retailers Cactus Outdoor and Kathmandu collaborate

  • News
  • November 19, 2019
  • The Register team
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