Malaysia A Model Example Of Business For Fonterra Brand

By Siti Radziah Hamzah KUALA LUMPUR, Oct 1 (Bernama) -- Malaysia has been a model example of business for the Fonterra brand due to the sophistication of its customers and the dairy consumption in the country. Managing Director of Fonterra Brands (M) Sdn Bhd, Jose Miguel Porraz Lando, said the dairy giant had in June hit another milestone of dairy servings exceeding 2.1 million daily. "Regionally, the Malaysian market is very advanced. In terms of the level of sophistication, the understanding for dairy consumption is much more advanced than most countries in Asia, that is one of the key things that stands out. "We constantly look at Malaysia as a place where we look at consumers' insights and develop products that meet the needs of the consumers," he told Bernama. He highlighted that the Malaysian business model was successful and was being replicated across the region. Fonterra, headquartered in New Zealand, is a cooperative owned by 10,500 Kiwi farmers. It has a long association with the Malaysian market, having opened its office here since 40 years ago. It also has a presence in other regions including Australia, Africa, the Middle East and Latin America. Its best-selling products include Anlene, Anmum, Fernleaf and Anchor brands, which accounted for almost 100 per cent of the company's revenue. "We have been growing quite a lot in our 40 years in the country. If you look back at the track record that we have in Malaysia, we started with a niche product with Fernleaf being the perfect nutritional milk. "Our brand became the most preferred holding number one market share in full cream powder segment," said Porraz Lando. Porraz Lando, who has been leading the Malaysian outfit for two years, added that the company was in the midst of improving its capabilities in existing "Susumas" plant in Malaysia which would be completed in a year. The company has, over the last six years, invested close to RM60 million to upgrade its infrastructure as it focused on continued improvement at its two manufacturing sites in Shah Alam in Selangor state. Fonterra Brands established its first Malaysian manufacturing facility, Susumas, in 1992 and its second, Dairymas, in 1999. The company's Dairymas site has the capacity to process around 16,000 tonnes of yoghurt and cultured milk products each year, producing CalciYum, Solivite and Anlene brands for local consumption. -- BERNAMA