Bob Jones, Head of Marketing and Export at Jersey Dairy takes us on a journey from Jersey to Hong Kong
It was at the International Food and Drink Expo at Excel, London in March 2013 that I first met our potential retail partner for Hong Kong. It took several months of negotiation on a sale and purchase agreement but we exchanged contracts July 2013.
As we were entering a new market packaging was redesigned to suit the Chinese consumer. Our retail partner was very keen to feature every aspect of the Jersey story, 250 years purity of the breed, pictures of our Island the home of the Jersey cow, and importantly key product features such as naturally high calcium and protein found in our milk. Video content was created for social media and this achieved over 1.6 million views on our retail partner’s Facebook page.
The first shipment, a full container with 24,000 litres of milk, left Jersey in November 2013 and was introduced in 180 stores in the first week of February this year. In May 2014, Jersey Whole Milk became the best seller in the drinks category across all stores and over the last 9 months sales have greatly exceeded expectations.
With our brand established and recognized for quality, we are now introducing our Salted and Unsalted Butter and hope to follow with Ice Cream products in the New Year.
Our experience in the Hong Kong market will greatly assist our marketing strategy for our launch in Shanghai in 2015 to a much greater Chinese audience.