Singapore Volume 11

4 0 | S U P E R B R A N D S V O L U M E X I MARKET Since 1997, Greenfields Dairy has been delivering the freshest dairy products to consumers in Southeast Asia from its state-of-the-art integrated farm and manufacturing facility. Greenfields’ range of dairy products includes Fresh Milk, UHT Milk, Fresh Stirred Yogurt, Fresh Drinking Yogurt, Fresh Cheese and Cream. These dairy products are sold in the major markets of Southeast Asia, including Brunei, Hong Kong, Indonesia, Malaysia, Myanmar, Philippines and Singapore. Greenfields is also sold in Shanghai, China. Greenfields is not only present in major retailers but is also used by leading hotels, restaurants and caterers, particularly the coffee chains. Greenfields stands for milk only from Greenfields’ owned-and-managed farms that are processed by Greenfields’ owned-and- managed manufacturing facility. Greenfields prides itself in its farming philosophy where traditional craftsmanship is applied with modern technology to produce premium dairy products of the highest quality. Its two farms, with a combined herd size of more than 10,000 cows are located in the highlands of East Java in Indonesia, at an altitude of about 1,200m above sea level. In Singapore, Greenfields Fresh milk has consistently been among the top milk brands in the fresh milk category. As part of the brand’s eco-friendly policy, Greenfields is the only dairy brand in Singapore to offer a 1.89L paper packaging for the family. Using a higher-grade milk paper carton, it is not only environmentally friendly, but it also seals the goodness of the milk and keeps it fresher, for a longer time. This unique pack has been recording robust growth over the last two years in Singapore since its launch. ACHIEVEMENTS Greenfields owns one of the largest integrated dairy farm and manufacturing facility in Southeast Asia that has more than 10,000 Holstein and Jersey cows, and a modern manufacturing facility that can produce more than 450tons of milk every day. Greenfields is currently the market leader for fresh milk and stirred yoghurt in the modern trade Indonesia, as tracked by The Nielsen Company. It is recognised as one of the most premium and trusted dairy brands in Indonesia. The key to Greenfields success is its core expertise in dairy farming. Greenfields is about dairy farmers who care exceedingly about all activities in the dairy process, from caring for its cattle to manufacturing and delivery of dairy products to consumers. It is an entirely vertical business. Greenfields practices are held to international standards and coupled with industry-leading facilities. Greenfields’ manufacturing facility is ISO 22000:2005 Food Safety Management System certified, an internationally recognised standard for controlling food safety. This means that Greenfields’ is committed to high standards of food safety, throughout its supply chain. Greenfields manufacturing process is also further HACCP certified which ensures stringent quality control for product freshness, safety and consistency. HISTORY At a time when the dairy industry in Indonesia was still in its nascent developmental stage, Greenfields took the bold and strategic step to invest in a new generation, automated dairy operations; one that was a world-class, modern, automated farm facility, producing international standard premium quality milk. These plans were realised when the group of Indonesian and Australian founders built this state-of-the-art farm and processing facility.