Why does NZ suck at building brands

(Image: NZME)

Sat, 06 Sep 2025

There’s been a bit of gnashing of teeth and grabbing of pearls with Fonterra’s sale of its consumer brands division.“We’re selling it to the French!”, or “we’re selling our value-added products to the overseas people!” I have some sympathy with this. Emotionally, you feel the tug, even for a block of stock-standard, make-a-sandwich-with-it-and-be-done-with-it Mainland “Tasty” cheese (if you ever want to shock a French person, just tell them we have a cheese called “Tasty&rdq...

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