In typical Leon style he's going out with a bang. Launch of a...

In typical Leon style he's going out with a bang.

Launch of a new product range "Made With Better Milk". For a start, I'm not sure that new slogan has a good timbre - but that's what marketing folks are paid the big bucks for.

Anyway, if you want milk that is "sustainably, ethically and equitably produced" then this is the powder for you. Its got a "supply chain that takes better care for people and animals, and generates better outcomes for climate, water, soil, and biodiversity."

Now, if you take a look at the photos attached to today's announcement you have to wonder. I know it is bulk packaging - but can you get a blander package? And the "Made Better With Milk" is not obvious at all in the labelling. Whos to know it isn't just the bog standard milk powder inside.

And they are still in 25kg bags. That's not very good for the people at the end of the supply chain who are having to handle these things manually. All well and good having a robot palletiser at their end - but clearly not thinking about the worker at the other end.

If it was me I'd be putting the "Product of New Zealand in a much larger and Green font. And as a nod to Leion I'd even put "Made with Better Milk" in pink forn in big letters on the package. Yes, I know its a bulk ingredient - but there is nothing much to differentiate it at the end.

It will be interesting to see how the market actually reacts to it. For a start I think the "New Zealand Made" is worth a premium over some other manufacturers. Something that is pretty important in these fraught Chinese / Asia troubled times. I would also think the food safety standards was worth another premium.

I just can't see how you can extract much more premium if your farmer is a hemp wearing lesbian using a bicycle to get the milking shed.