Since Britain entered the European Economic Community the New Zealand Dairy Industry has engaged in a remarkable expansion of products and markets. It now sells in over 100 countries and supplies products with over 800 separate specifications. Value-added products now contribute 40% of sales revenue.
Although there has been little change in the basic raw material - milk - new technology has led to this milk being valued predominantly for its protein content a change from when payments to farmers were solely on butterfat content.
An integral part of this expansion has been a commitment to marketing and product innovation. The industry has got close to its customers by establishing technical support centres in a nunmber of countries.
Eric Warr. "From Bush-Burn to Butter - A Journey in Words and Pictures", Butterworths, 1988.