Fonterra launches Anchor Organic in New Zealand

Anchor is making organic milk more accessible to New Zealanders with the nationwide launch of Anchor Organic. Fonterra Brands New Zealand managing director Tim Deane says thatAnchor is on a mission to make organic milk more widely available at a fair price.

“We want to put organic milk in reach of more New Zealanders. We’ve done just that through our nationwide distribution and providing Anchor Organic at an everyday price that works out at only about 20 cents extra per glass compared to our standard Anchor milk,” Deane says.

“All dairy farming is challenging, hard work. However, organic farming costs more so we have to pay more for the milk. We also have the added complexity of keeping the milk separate through the collection and bottling processes. So, there is a lot of effort on and off the farm that goes in to creating a certified organic product.”

“We’re confident of a good response from consumers. 72 per cent of Kiwis tell us that if organic milk was more affordable they would buy it more often. A further 25 per cent told us that if it was available in their regular supermarket that would also make a difference.”

Anchor Organic responds to growing demand from baristas and Kiwi households for organic milk.

“The total organic food and beverage market is now worth more than NZ$133 million and the amount of organic milk sold domestically over the past year has increased by more than 50 per cent.”

Anchor Organic milk drinkers will be able to trace their milk from the fridge back to the farms it comes from.

The new organic milk, along with two new yogurts, Anchor Uno and Anchor Greek, were launched in the past eight months. Anchor Organic joins Mainland Organic cheese, an established organic product Fonterra produces.

Anchor Organic milk is available to cafes, foodservice outlets and dairies nd will be available in supermarkets from 18 May. Consumers will be able to choose from Blue or Green options. The milk is sold in Anchor’s 100 per cent recyclable light proof bottles, which prevent light damaging the milk keeping it fresher for longer.