36 | REGIONAL DEVELOPMENT Blue River Dairy T T Russell Fredric Strong sales for innovative formula Blue River dairy manufactures a range of dairy nutrition products comprising cow, goat and sheep milk formulas and toddler milk drinks. “It’s a unique point of difference; while we are a good manufacturer of goat and cow formula, we’re the world’s leader in sheep formula, so that’s where our focus has been as a point of difference.” Invercargill-based Blue River Dairy continues to consolidate its brand and position globally for its dairy infant formula products, with production having returned to pre-Covid levels. The company manufactures a range of dairy nutrition products comprising cow, goat and sheep milk formulas and toddler milk drinks largely for export, with its sheep milk formula proving to be a star product. Having experienced phenomenal growth before the pandemic and being recognised in the Deloitte Fast 50 as New Zealand’s Fastest Growing Exporter in 2018, Blue River Dairy has restored total production to a similar volume, general manager Robert Boekhout says. Vital to the company’s current and future success was the acceptance of registration of Blue River’s infant formula recipes by the State Administration for Market Regulation (SAMR) in China. The registration covers the three animal species, three brands and nine recipes. Each range includes three recipes: infant formula for 0-6 months, follow on formula for 6-12 months and growing up formula for 12-36 months. “We were the first company again in New Zealand to get nine formulations registered with SAMR, which is a remarkable feat and something we are entirely proud of. That’s given us the security of access to the market for a further five-year period,” Robert says. He credits this result to the strength of Blue River Dairy’s research and development, its proven supply chain and manufacturing capability, “the value of the partnerships we cherish”, and the outstanding dedication of its staff. “At the same time we re-launched our products because we innovated, we listened to what our customers wanted, consumers wanted, what the market trends were, and regarding the compliance changes in the markets and adjusted our formulations and re-launched them.” These changes have been well received, especially in Blue River’s flagship sheep milkbased formulations, with strong sales growth in this range during the past five years. Sales and supply chain manager Gareth Lyness says the success of Blue River Dairy’s sheep formula reflects its niche position as the world leader in this product. “It’s a unique point of difference; while we are a good manufacturer of goat and cow formula, we’re the world’s leader in sheep formula, so that’s where our focus has been as a point of difference.” The company’s marketing strategy around this has gradually paid dividends. “From something that’s a little bit unusual or not heard of, it’s become better known and desirable. “Our leadership position within that category, and growing the category, has always had that scope for growth once it becomes more widely adopted. We continue to invest in the science that backs the benefits of sheep milk, which has supported those marketing efforts.” The company employs a staff of 140; consequently, it makes a significant contribution to the local economy, while its management has worked hard to create a strongly positive culture. “The way we operate here is quite a tight family and learning culture; people who come here have opportunity and they feel like they are contributing a part of something special.” This ethos translates into tangible benefits and incentives. Blue River Dairy provides a nutritious meal for every permanent employee every day they are rostered on, plus other benefits designed to bring its team together and build a united, high-performing team culture. Icon Logistics Ltd is proud to be associated with Blue River Dairy Products Ltd 03 477 9595 www.iconlogistics.co.nz • Licensed Customs Bond Store • MPI High Risk facility • Devanning & Warehousing Specialists • Container & Curtainsider Transport NZ Wide
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