Feb 20th 2023 /
West Coast farm looks a picture on Westgold's new packaging
West Coast farmer Graeme McNabb is delighted that images of their farm are a feature of Westgold’s new packaging which is designed to catch the eye of consumers around the world.
The Westland Milk Products supplier says it was exciting to get the call from Westgold staff recently to say the photos taken on the farm about 18 months ago will soon be on their product packaging.
Westgold is changing its packaging, across all products, to build consumer awareness of the brand, as well as differentiating Westgold from other brands, and to showcase its quality, both locally and in international markets.
With its lush green pastures backdropped by bush and the majestic Southern Alps, Graeme McNabb and Rachael Anderson’s 213 -hectare dairy farm is at the end of the road in the Kowhitirangi Valley inland from Hokitika. The picturesque property is where some of the first dairy farms were established on the West Coast because of its flat, fertile land and reliable rainfall.
“Not only is it a lovely part of the country as far as its scenery goes, but we grow great grass here year-round which in turn produces excellent milk,” says McNabb, who moved to the West Coast property five years ago after running a dry stock farm in Canterbury.
“The West Coast is a great place to both farm and live. I wouldn’t want to be anywhere else.”
Hamish Yates, Westland Milk Products’ General Manager Sales and Marketing, says the new look packaging follows two years of research to better understand consumers’ purchase drivers and the trends in food consumption. The design aligns with Westgold's brand story and reflects its home, Te Tai Poutini, the West Coast of the South Island. “We believe our home and where we source our milk from is a key driver for our intense flavours and great quality.
“It is important that we demonstrate integrity of source, place and way of doing things. Showing West Coast photos and a map on our packaging of where our products are sourced, grounds Westgold in something real and unique.”
Yates says that as a brand, Westgold is going from strength to strength globally. “In 2018 we were exporting to 10 countries and by 2022 this had increased to 18 countries. In 2022 we saw volume growth of 58% compared to the year prior.
“The rapid distribution growth has meant a greater focus on brand identity, ensuring there is consistency in messaging and brand story across all countries, but being mindful of the differences in consumer needs and wants in each country.”
The new look packaging follows two years of research to better understand consumers’ purchase drivers and the trends in food consumption. As a result, the first step was a tweak to Westgold’s identity reflected through its marketing collateral, then to tone and manner with the tagline, “Real. Good.”, followed by a new advertising campaign. The packaging, developed over the last two years, is the last piece of the puzzle, Yates says.
In addition to the West Coast images, the packaging also features the brand of Garden to Table - the national charity that Westgold supports.
Garden to Table, a charitable trust, supports primary and intermediate schools and kura to take learning out of the classroom and into the garden and kitchen.
“Westgold seeks to inspire people to cook healthy, nutritious, and delicious food. Our partnership with Garden to Table gives us an opportunity to spread that message at the same time supporting the charity’s incredible work which is having an impact on the education and health of future generations.”
More than 22,000 children took part in the programme last year, spending more than 30,000 hours learning essential life skills while growing, harvesting, preparing and sharing fresh kai.
Westgold will officially launch its West Coast inspired packaging for its retail and foodservice products in March, but it may be seen on supermarket shelves sooner.
“We firmly believe the new packaging will open up more global opportunities for our Westgold products and will ensure they continue to maintain a premium position in international markets.”
The packaging design on Westgold’s foodservice packs differs to that on the retail packs. Instead of images, the foodservice packs feature patterns and textures that represent the West Coast environment.
Hamish Yates emphasises that the change in packaging design will cement the Westgold brand as an international supplier of premium quality dairy products produced on the West Coast of New Zealand’s South Island. “The packaging is changing, but our products, such as our award-winning butter, are very much the same rich, natural grass-fed dairy products they have always been,” he says.
Westgold’s products are available for purchase at New Zealand supermarkets. To learn more about Westgold visit westgold.com.
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