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Marketing A2 Milk Takes a Leap

Immediate Release July 23rd 2008

Marketing A2 Milk Takes a Leap

New Zealand’s largest producer of A2 milk has a new owner.

Former advertising executive, David Wright, has acquired the lion’s share of the county’s largest supplier of A2 milk in partnership with existing shareholder, John Morgan. The pair have set up RIDGE BRANDS to market the product.

Having also spent time growing organic kiwifruit, Wright says his previous experience of single-desk marketing and his years as an adman stands him in good stead for his new role as Managing Director.

On the controversy surrounding A2 and the issues raised in Professor Keith Woodford’s book “Devil in the Milk” Wright says he sees his product as simply another choice for consumers to make.

“Consumers make choices every day. We simply aim to emphasise the positives of choosing milk and the Ridge Brand. The fact that we only produce A2 milk means that we fill a niche. A rapidly growing niche.”

With just 0.5% of the market, Wright’s company may be seen as a small player but the fact that they are unable to satisfy consumer demand for their product creates opportunities for expansion.

“The real problem for us is sourcing enough A2 milk to satisfy that demand. We have our own secure supply from our own herd but we’re always looking for more to put through our facility at Te Rapa.”

On the subject of the A1 versus A2 debate Wright says, “The fact that there has been some pretty robust discussion certainly hasn’t done us any harm. The fact is that we don’t actually need all the hype. We can’t actually supply demand for A2 milk as it is.”

On the subject of the European Food Safety Authority review Wright added, “I think a definite yes or no decision from the EFSA is unlikely. I think it’s a bit like the fluoridated water argument. It’ll probably go on forever but with people making individual choices along the way. All that matters to me is knowing that we have a great product that we can’t sell enough of.”

Wright is determined that Ridge Brands will be in the industry for a long time to come, “I didn’t spend half my life championing other people’s causes and brands to then fail with my own.” Staff previously employed in Te Rapa have remained with the new company. “While we have a new vision for Ridge Brands that doesn’t mean we’re going to through away years of experience. This is already a great little Kiwi success story. I just want to make it a big kiwi success story.” Business partner and continuing CEO, John Morgan, is constantly on the look-out for more A2 cows in the surrounding dairy areas.

He comments drily, “With Winston’s (company mascot) ability to sniff out A2 cows faster and more efficiently than some other methods, the company’s future is assured!”

© Scoop Media

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