Hardly after a month when Prime Minister Modi exhorted Amul to emerge as world’s largest dairy while addressing a gathering at golden jubilee celebrations of GCMMF in Ahmadabad, Amul in a ground breaking move has announced the launch of fresh milk in US.
While Amul has been exporting dairy products for many decades, this is the first time the dairy cooperative giant is launching fresh milk outside India.
Amul has partnered with Michigan Milk Producers Association (MMPA), US’s tenth largest dairy cooperative, to introduce its signature branded milk in the American market.
In this landmark partnership, Gujarat Co-operative Milk Marketing Federation (GCMMF) joins forces with MMPA to bring Amul’s fresh, branded milk to consumers across America. While MMPA will manage the milk collection and processing, the marketing and branding endeavors will be spearheaded by Amul itself.
The cooperative aims to bolster its presence in America by diversifying its product range, including offerings like butter, cheese, and buttermilk. However according to Jayen Mehta, MD of GCMMF, the fresh milk from Amul will be priced at a premium
The initial rollout will focus on fluid milk brands such as Amul Taaza, Amul Gold, Amul Shakti, and Amul Slim n Trim, targeting key regions including New York, New Jersey, Chicago, Washington, Texas, and Dallas, among others.
This venture marks a significant milestone for Amul, which has hitherto focused on exporting milk and milk products to the USA and other countries. With this strategic alliance, Amul ventures into fresh milk offerings tailored to US consumers with focus to Indian and Asian diaspora.
Mehta expressed his delight, stating, “This marks the inaugural launch of Amul fresh milk beyond Indian borders. It’s a privilege to bring the essence of India to global audiences, aligning with Prime Minister Narendra Modi’s vision to elevate Amul as a global dairy brand.”
Joe Diglio, President & CEO of MMPA in a press release underscored the strategic significance of the partnership with Amul, emphasizing its potential to enrich MMPA’s product portfolio, while utilizing MMPA’s state-of-the-art technology.
Michigan holds a special place in the Amul legacy, as Verghese Kurien, the visionary behind India’s milk cooperative movement, was an alumnus of Michigan State University.
In the US, where fresh milk consumption averages 75-100 gallons per household annually, the initial distribution will target Indian grocery stores and mainstream channels, according to Amul’s Managing Director.
Established in 1916, Michigan Milk Producers Association (MMPA) stands as a venerable milk marketing cooperative and processor, owned by dairy farmers spanning Michigan, Indiana, Ohio, and Wisconsin. Notably, MMPA ranks as America’s 10th largest farmer-owned dairy cooperative, with its flagship brand, Country Fresh, enjoying widespread popularity.
Amul, a powerhouse in the global dairy industry, generates over $10 billion in annual sales and is recognized as one of the fastest-growing dairy brands worldwide. Owned by 3.6 million dairy farmers, Amul processes a staggering 30 million liters of milk daily across its network of 100 dairy plants.
