Organics products meeting the market
Nearly two years ago a small but passionate team was formed, dedicated to establishing Open Country’s consumer-focused brand, AwaRua Organics, Open Country chief executive Steve Koekemoer says several milestones have since been achieved, including two vital accreditations; Organic Certification from AsureQuality and Organic Product Certification from the China Organic Food Certification Centre (COFCC).
“These were attained through audits of Open Country’s entire supply chain from its suppliers’ organic farms, to transport, to the Awarua site where the organic milk is processed and the factory where the products are repacked into consumer-ready packaging.”
AwaRua Organics products are packaged in an environmentally friendly aluminium can with a premium feel and design and a recyclable plastic lid.
The current organics product range consists of Organic Whole Milk Powder, Mum2Be and Toddler Plus. The products were initially launched in Australia in May 2019 and are distributed in health stores throughout Sydney and Melbourne.
The New Zealand launch followed in June 2019 with the product range now being available throughout Auckland’s premium organic supermarket chains, and gift stores. AwaRua Organics products have recently been shipped to China, Malaysia and Singapore and will be distributed online and offline from February this year.
The products first reached China via daigou and e-commerce platforms in June 2019. A daigou is an individual who buys products from other countries on behalf of people in China then sends them across the border..
Creating brand awareness and publicity around AwaRua Organics was also an essential process early on. Open Country general manager brands Tonille Crombie says an example of the publicity can be seen at Auckland Airport.
“If you’ve been at the international arrivals at Auckland Airport you might have seen the big Awarua Organic’s billboard, if not keep an eye out for it”, “This strategic positioning is in place to generate familiarity with the brand and products amongst international travellers.”
Locally, the AwaRua Organics product range is available in Huckleberry stores, Naturally Organic, Aelia Duty Free, Liberty Market Christchurch, Health 2000 and at a wide range of other gift and health stores.
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