EU Diary: Integrated Supply Chain & High Quality China

Proponent of EDIS China is the Producers Organization Granlatte Soc. Cooperative. The PO is the most important milk supply chain in Italy, it is controlled by around 600 member producers and has production units in Italy, France and Brazil. The cooperative nature and the strong relationships established with local communities are among the reasons for the absolute centrality given to sustainability by the Organization. Since many years, Granlatte draws up Sustainability Reports and it is committed to constantly reduce the impact of its supply chain. Granlatte controls Granarolo SpA. The mission of this subsidiary is to enhance the value of the raw materials produced by members (transformation, marketing and commercialisation). 
The proposed program, EDIS CHINA, aims to improve Chinese consumers’ awareness of European dairy products. The products under the promotion and information action are infant milk, whipping cream and mascarpone. The main targets are young mothers for the first product and artisan bakeries for the last two. Functional targets are operators of the HO.RE.CA. and Modern Distribution, as well as specialized press, chefs and paediatricians.
In China, the demand for dairy products is increasing at the fastest rate worldwide and per capita consumption is still lower than in the EU. However, multinationals and Chinese players’ large investments in communication and innovative production methods make the market competition very high. It is therefore urgent for European operators to communicate the high quality and sustainability of their products to Chinese consumers, in order to exploit the potential of this competitive advantage. 
Granlatte is well positioned in China, with an active commercial office and already set JVs agreements with several Chinese distributors operating in the project sectors of interest.
The planned investment amounts to € 2,129,221; the ROI is 1,92% in three years and an increase in awareness in more than 5 million Chinese.