Back in the 1920s – yes, more than a century ago – residents of the Philippines were enjoying milk produced by Darigold, Inc.
The relationship lasted for more than five decades before Darigold discontinued selling milk into this marketplace, though it did continue exporting dairy ingredients into the Philippines and about 30 other countries.
After a 50-year-plus absence, it’s time to talk about a comeback!
As of last October, Darigold milk – through its FIT line – once again is flowing into this Southeast Asia nation that is home to 110 million people, making it the world’s 12th most-populous country.
And dairy checkoff teams locally and nationally assisted Darigold in making this happen.
On the domestic front, the checkoff also supported Darigold with its launch of FIT Milk in 2019. DMI initiated a fluid milk revitalization strategy in 2015 to provide marketing and consumer insights, nutrition research information, product and packaging expertise and more to Darigold and other processors and cooperatives across the industry.
You can say FIT more than “fits” the bill when it comes to dairy innovation. It provides consumers with a product that meets their “better for you” needs. FIT has more protein (14 grams per serving) and 40% less sugar than conventional milk. It also is lactose-free and ultra-pasteurized, giving it an extended shelf-life and making it ideal for distribution beyond the company’s traditional Northwestern footprint.
And that is why FIT can work so well in the Philippines where consumers can choose from options, including single-serve 2% white or chocolate FIT, as well as Darigold whole milk, chocolate and strawberry.
Building awareness
The run was followed by a news conference to showcase FIT’s nutrition properties and to promote the “Gold Getter” initiative to foster an active and healthy lifestyle among Filipino residents. Washington producer Kaleb Whitby was featured during the news conference and shared some farmer-focused perspectives, while expressing appreciation for Darigold’s return to the Asian marketplace.
“As a dairy farmer, seeing the opportunity firsthand was eye-opening,” said Whitby. “Watching consumers on the other side of the globe enjoy the milk we work hard to produce – it really makes you realize just how much exports matter.”
To support this effort, Darigold launched a social media presence in the Philippines on Instagram and Facebook. And Sir Manny Villar, a highly influential figure in the Philippines and owner of the AllDay Supermarket chain, added to the excitement with a Facebook page post, stating to nearly 2 million followers: “Darigold was one of my childhood favorites and I’m excited to see them back! I’m even happier about their exclusive partnership with AllDay Supermarket — a perfect match for the Filipino taste.
There’s always something special about a reunion and Darigold’s return to the Philippines just feels right.
Steve Seppi, executive director of Washington Dairy, said: “There is so much enthusiasm for the Darigold brand. It seemed like every Filipino we met either personally or had a parent who ‘loved Darigold milk’. And the positive association of U.S. products with quality coupled with a growing middle class
gives us a great opportunity to capture strong new demand for value-added fluid milk.”
We also see younger consumers who aren’t so different than those in the U.S. as they are seeking more from their food choices. In fact, globally, more people are following a food as medicine approach and value-added milk products such as FIT have much to deliver on the health and wellness front.
Looking forward, Darigold will expand its Philippines offerings to include Whole FIT milk, as well as two newly launched protein shakes. The momentum created by the 5K event propelled distribution efforts to include six new retailers in the first quarter of this year, with an eye toward more distribution.
This collaboration shows the true power of the dairy checkoff federation when we can combine our national and state and regional insights and resources and be a strategic thought partner to a company like Darigold.
It’s a powerful example of how the checkoff federation is staying true to its mission of driving sales and building trust – and doing it in a way that is making the most of every checkoff dollar invested.
To learn more about your national dairy checkoff, visit www.dairycheckoff.com or to reach us directly, send an email.
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