COVID highlights value of homegrown brands

Riverina Fresh is a regional milk supplier, with an award-winning range of flavoured milk products including chocolate, strawberry, and iced coffee.

The 100 per cent Australian owned dairy company supplies throughout the Riverina and Albury Wodonga and is currently engaging with the P&C channel on its flavoured milk range.

“We are a niche regional brand with a strong loyal following, particularly for our chocolate milk,” explains Rob Collier, CEO of Riverina Fresh.

“Our customers tell us that they would love to be able to get our chocolate milk more widely, which has led us to engage with the P&C channel.”

Riverina Fresh’s chocolate flavoured milk, which is currently available in supermarkets and independent retailers, is a multiple award winner at the Dairy Australia Awards and recently won a gold medal at the Royal Easter Show Dairy Awards.

Riverina Fresh’s chocolate, strawberry, and iced coffee are available in 300ml, 500ml, 600ml, and 2-litre formats, in both full cream and light format.

According to Collier, market research conducted by Riverina Fresh has found taste remains consumers’ primary purchase driver for the flavoured milk and iced coffee categories.

“From the market research we have done, we’re seeing that brand is less crucial, and consumers make their decisions on repeat buying based on what the product tastes like,” said Collier. He said the dairy industry has also witnessed increased support for locally owned brands in the wake of the pandemic.

“I think across food, and certainly across dairy, consumers are supporting more regional and Australian-owned brands. Consumers have become more interested in buying premium quality while supporting Australian manufacturing and employment. 

“COVID brought to the fore gaps in supply chain, which has now raised people’s awareness about where products, particularly food products, come from. It also raised awareness on the direct link to employment. People want to understand and support local manufacturing and local employment.”

Written by Claire Hibbit

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