A united approach to marketing formula in China can only enhance the Kiwi reputation, writes Michael Barnett The discovery at a Shanghai Mother and Baby Expo last year that some of the infant formula brands on display might not be from New Zealand even though they were packaged to look as if they were has deservedly propelled a fast response. The New Zealand exporters at the Expo reasoned that if they could not tell who was offering a legitimate Kiwi product, how possibly could China consumers. Their concern was that other (non-Kiwi) formula producers might be leveraging off the good name of the New Zealand clean, green brand. Concerned that the use of the Kiwi clean, green brand might not...
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