HOME-grown dairy manufacturer Farm Fresh has scored two big wins at the Putra Brand Awards 2021.
It defeated established multinational companies to bag the platinum award in the Beverage – Dairy category while being honoured as the Putra Most Enterprising Brand of the Year.
The awards were Farm Fresh’s first at the prestigious event, also known as the People’s Choice Awards because of its consumer polling methodology which determines winners based on a survey of more than 11,000 Malaysian consumers.
“For us to win tonight against brands that have been in the market for decades is a big honour and a testament to the work of our team who have built Farm Fresh from the ground up over the past 12 years,” said Farm Fresh Milk Sdn Bhd group managing director and chief executive officer Loi Tuan Ee.
Farm Fresh was founded by Loi in 2009 and started life on a small plot of land in Mawai, Johor, with just 60 Holstein Jersey cows.
Competing against multinational dairy giants with greater brand recognition and spending power, Farm Fresh steadily gained the love of Malaysian consumers with its promise to deliver the freshest dairy in the country, and by driving home its nutritional benefits compared to powdered or reconstituted milk products commonly found on supermarket shelves.
Buoyed by its rapid success, Farm Fresh’s presence now spans six commercial-size farms across peninsular Malaysia, producing a total of 135 products.
Meanwhile, the company’s acquisition of two more farms in Australia has seen it introduce the Yarra and Henry Jones dairy brands to Malaysian consumers as well.
“Our mission from the very beginning has been to offer fresh and healthy dairy to Malaysians, just as nature intended, and our commitment has only grown with our success.
“This vote of confidence will further energise our ongoing research and development efforts as we strive to offer a wider range of nutritious products to meet the dietary needs and flavour preferences of modern consumers,” said Loi.
In addition to being crowned Malaysians’ favourite dairy brand, Farm Fresh’s triumph in the Putra Most Enterprising Brand of the Year category is a reflection of its sustainable approach to business, which considers the needs of local communities and the environment across the dairy value chain.
Farm Fresh’s local farmer programme made a commitment in 2013 to pay independent dairy farmers a price per litre of fresh milk of almost double the prevailing market price.
It also promised to provide these farmers with access to mentorship and technical support.
This trailblazing move has encouraged other dairy companies to pay a similarly fair price in the years since, resulting in improved livelihoods for independent dairy farmers across the country.
At the midstream level, Farm Fresh continues to provide employment opportunities to rural and indigenous population groups by generating over 400 jobs through its farms.
Parallel to achieving the company’s distribution objectives, the Farm Fresh Home Dealer Network has also had a transformative effect on the economic empowerment of rural and suburban micro-entrepreneurs.
By training them to distribute Farm Fresh products within their communities, the programme has created opportunities for over 2,500 business owners, 80% of whom are women.
Considering the crucial need for environmental balance, the company has also introduced regenerative farming practices across its farms with the aim of minimising carbon footprint and use of non-organic fertilisers.
It is also leading the way in animal health and welfare, becoming the first dairy company in Asia to receive the internationally recognised Certified Humane accreditation.
For more information, visit www.farmfresh.com.my
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