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| One-stop Milk Sales Centre opened in Ulaanbaatar |
On September 27 – World School Milk Day - the Minister of Food and Agriculture and the Japanese Ambassador opened the final link in the Mongolian cow to consumer dairy food chain, a model ‘One-stop’ Milk Sales Centre in Ulaanbaatar. The five main processing dairies that collect and process domestic milk in Ulaanbaatar joined together to retail quality milk and dairy products. Sales are aimed at those customers who are (i) especially interested in fair-priced, quality domestic milk and dairy products and (ii) who are unable to buy these products from their local store or supermarket. The centre also enables the smaller dairies to convert their products into cash more quickly, which means herders can be paid more quickly.
As many Mongolians still prefer to buy raw milk for making Suuthe tsai (the traditional Mongolian salt tea beverage offered to every guest and restaurants customer), the ‘One-stop’ centre also markets bulk chilled raw milk and bulk yoghurt produced by the above-mentioned model Milk Producer Co-operatives. Such raw milk sales do not pose a health hazard as the milk is boiled during the preparation of Suuthe tsai and other traditional products, either at the household level or in restaurants. Raw milk traders are licensed by the City Food Inspection Agency in accordance with stringent hygiene and quality standards. The ‘One-stop centre has its own milk testing laboratory, certified by the Inspection Agency, to ensure the products on sale meet the standards that modern urban consumers demand. The dairy project provided the agency with a rapid ‘Lactoscan’ milk analyser for quality checking.
Now that the quality dairy food chain is once again working in Mongolia, a major generic milk marketing campaign to promote domestic milk and milk products was also launched on 27 September. The aim of the campaign is: (i) to educate urban consumers about the benefits of regular consumption of domestic ’fresh’ milk and dairy products, (ii) to support the school meals programme with quality, domestically produced milk and dairy products and, over time, (iii) to substitute imports and ensure Mongolian herders and farmers benefit from milk consumption, not subsidised farmers from developed countries. The campaign includes: (i) a generic logo to differentiate Mongolian milk from imports, (ii) a generic slogan ‘Mongolian milk for health and wealth’ (healthy eating and nutrition for Mongolian people, especially children, and wealth - incomes and jobs - for Mongolian herders and milk producers), (iii) TV and radio commercials (iii) press conferences, newspaper adverts and interviews, and (iv) billboards and posters (see attached), all harmonised with the start of the school meals programme and the opening of the ‘One-stop’ Milk Sales Centre.
For photos click here
(Tsetsgee Ser-Od and Brian Dugdill - September 2006) |
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Монгол
