Fonterra will add a "global food quality seal" to products to convince customers of its milk's quality and safety.
The seal will feature the words Trusted Goodness, and it will be found on Fonterra-branded products globally, as well as on one- and two-litre bottles of Anchor milk In New Zealand.
Fonterra COO of global consumer and foodservice Jacqueline Chow said the company's market research revealed consumers were prepared to pay a premium for high quality, safe, healthy food from trusted sources.
“Consumers want to know more about where their food comes from and that it's produced by businesses using sustainable and ethical practices," she said.
“Fonterra’s farmers have invested more than $1 billion into environmental initiatives over the last five years.
"They’ve fenced 97 per cent of defined waterways on their farms, developed nitrogen management systems to reduce leaching, and spent more than $8 million on research into emissions-reducing technologies."
"This all helps build credibility behind the Trusted Goodness seal.”
Outside of New Zealand, the quality seal will initially feature on packs of Fonterra-branded products in the US, China and Malaysia as part of a global roll-out over coming months.
It is expected to appear on the vast majority of Fonterra products over coming years.
