Interest in Austrian products is growing in China, Salzburg Milch reported last week. Another example of cross-border trade is Fonterra’s move to make whiter butter for the Middle Eastern market. A lot of companies are finding the market across the border or across the sea a welcoming outlet for their premium products such as cheese and butter. It is becoming ever more common to see companies sending their personnel and trade across to the emerging middle classes of giant economies in other parts of the globe.
But the best examples are when there is cross-pollination of cultures, and when trade is reciprocal. For example, kefir, which originated in the Caucasus Mountains is widely ingested in that region, but is now seeing inroads into the higher end of the market here in Europe. Skyr was not widely known outside of Iceland and now we’re all getting our hygge on and eating this type of yogurt. We don’t need to say much about Greek yogurt except this product has been redefined. Now, we don’t worry about the fat content of yogurt, it’s the protein we’re all after. Brined white cheese was born in the Middle East, and today most refrigerators in Europe and North America have a block in their drawers. Germany is one of the larger producers of this type.
Meanwhile, South Korea loves its coffee shops and the milk that goes into them, while finding a pizza is easier than ever in Asia, topped with mozzarella.
So, the question is what will be the next big dairy trend? What country will supply a delightful product made from its local milk that will escape the bounds of the national borders and becomes a global favourite, such as mozzarella and cheddar? I do not know, but I await the next development.