The world’s largest dairy cooperative – popularly known as Amul – has partnered with a 108-year-old dairy association to introduce its fresh, branded milk in America.
Gujarat Co-operative Milk Marketing Federation (GCMMF) has tied up with Michigan Milk Producers Association (MMPA) – a cooperative organisation established in 1916 – to launch its fresh milk in America under a tie up. The milk collection and processing will be undertaken as per Amul’s recipe by MMPA, while the marketing and branding will be done by Amul.
The initial launch is being planned only for fluid milk brands such as Amul Taaza, Amul Gold, Amul Shakti and Amul Slim n Trim. Amul-branded fluid milk products will be available in New York, New Jersey, Chicago, Washington, Texas and Dallas, apart from few other regions.
Until now, Amul was exporting milk and milk products to USA, as it has been doing to 50 other countries. Now with this arrangement, Amul is launching fresh milk catering to US consumers for the first time, which also consists of a large Indian and Asian diaspora. “This is the first time that Amul fresh milk is being launched anywhere outside India. It is our great pleasure to bring the taste of India to the world, in alignment with the vision of our Prime Minister Narendra Modi to make Amul a global dairy brand,” Mehta said.
Michigan has a vintage association with the Amul movement, as Verghese Kurien, the man behind India’s milk cooperative is a Michigan State University alumnus.
In US, the per household consumption of fresh milk is 75-100 gallons per year, which averages out to about 2 gallons per week. In the first quarter of the tie up, the focus will be on distributing fresh milk through Indian grocery stores and mainstream channels, according to Amul’s Managing Director.
Michigan Milk Producers Association (MMPA) was established in 1916 and is a milk marketing cooperative and processor, owned by dairy farmers of Michigan, Indiana, Ohio and Wisconsin. MMPA is America’s 10th largest farmer-owned dairy cooperative, and its most popular brand is Country Fresh.
Gujarat Co-operative Milk Marketing Federation’s Amul is among the world’s fastest growing dairy brands and generates more than $10 billion in annual sales. It is owned by 36 lakh dairy farmers who help procure 30 million liters of milk daily, processing it across 100 dairy plants.
You can now read the most important #news on #eDairyNews #Whatsapp channels!!!
🇮🇳 eDairy News ÍNDIA: https://whatsapp.com/channel/0029VaPidCcGpLHImBQk6x1F
