The Coega Development Corporation (CDC) celebrated another success story this month, when South Africa’s first ever environmentally friendly dairy, located in the industrial development zone (IDZ), launched its first wholly Eastern Cape produced product, Coastal View UHT milk.
Already in Eastern Cape stores, the milk has received positive feedback from both retailers and consumers, Coega Dairy head of marketing Dr Marlize Terblanche-Smit said.
“Since its inception Coega Dairy wanted to launch its own brand of UHT milk, the first eco-friendly UHT milk on the South African market. The product has been very well received by the retailers in the Eastern Cape. It is available at selected retail stores – and we are busy with a major marketing drive to promote Coastal View milk throughout the Eastern Cape. Consumers are very positive about the new milk.”
Coastal View long life (UHT) milk is available in three variants – full cream, 2% low fat and fat free. It is available in one litre slim packs with an easy-to-open and pour twist-top cap, and also in convenient six-pack carry packs.
The launch of the new brand – with others set to follow – comes at a time when some local dairy farms have closed their doors due to competition. However the owners of Coega Dairy are optimistic that their timing is “spot on”.
“Coega Dairy has a sound business model and dedicated suppliers which makes the company a competitive player in the market. Besides, there is a general trend towards buying local and decentralising local produce on some levels,” said Terblanche-Smit. “This is why we are aiming at the Eastern Cape market – with a view to keeping local brands local initially. We are also testing the market before we launch nationally.”
Coega Dairy is planning to unveil the milk across South Africa later in the year and a number of other value-added UHT products are also being planned and will be produced in the near future, Terblanche-Smit said.
The recently established Coega Dairy ultra-high temperature (UHT) processing plant – with the smallest carbon footprint in the southern hemisphere – features a plant design that is significantly more efficient than conventional UHT milk processing in other South African plants. It consumes 50% less energy, water and chemicals, whilst causing 50% less effluent, of which 65% is recycled.
Coega Dairy is owned by 13 commercial milk famers and shareholders and has been operational from September 2011. The Coastal View milk launch has a direct impact on local dairy farmers.
“Coega Dairy’s milk is sourced exclusively from Eastern Cape farmers. This assists in protecting the beautiful Eastern Cape countryside, whilst giving local farmers a specific and dedicated producer of dairy products adding value to their milk,” said Dr Hennie Kleynhans, Coega Dairy chief executive.
According to the Coega Dairy, Coega was chosen based on the excellent infrastructure available in the IDZ as well as its prime location in the heart of dairy supply region.
“Being situated in the Coega IDZ is a major advantage for Coega Dairy in terms of both location and proximity for milk procurement and distribution,” said Kleynhans.
The introduction of this new local brand is another feather in the cap of the Coega IDZ, which has had a successful start to 2012, signing major deals with Chinese vehicle manufacturer, First Auto Works (FAW), a joint study agreement between PetroSA and the Chinese Petrochemical Corporation (Sinopec Group) for the development of a blueprint for Project Mthombo an oil refinery, and a contract with AGNI Steel, an Indian steel company that has partnered with a local consortium to invest R400-million in the IDZ, said Coega Marketing and Communications manager Ayanda Vilakazi.
Nwabisa Pinise (26), a machine cap operator at the Coega Dairy, which launched its first product recently, celebrates the new brand coming off the production line. Coastal View Milk is retailing in selected Eastern Cape stores and will launch nationally later this year.
Contact: Coega Dairy
