Indonesia’s PT Diamond Cold Storage has introduced a new range of premium pasteurised milk under the Brookfarm range. The 1,000ml milk is made from 100% imported milk from Australia.
|IDR/RM exchange rate at 0.00028. Store check at Hypermart, Jakarta in December 2014. Greenfields, Indomilk and Diamond are based on promotion price.|
What is interesting about this fresh milk is it fetches a very high premium relative to other local fresh milk. Brookfarm is 162% more expensive than the Diamond fresh milk made by the same company.
|Store check: Cold Storage, Mid Valley, Malaysia 4 May 2014. *All are fresh milk except Organic Valley and Emmi. RM/L|
As a comparison, popular fresh milk sold in Malaysia does not offer such a wide price gap. The maximum is about 50% (Pura Low Fat Milk vs Auselect).
If Brookfarm is targeted at the expat community or high-end consumers, it is natural to see it being made available at high-end residential/commercial areas such as in Central Jakarta. However, Brookfarm can be found in Hypermart in Gajah Mada Plaza, a middle class shopping mall.
|Hypermart at Thamrin City, Jakarta, December 2014|
Perhaps Brookfarm is a strategy by Diamond to capture a share of the premium pasteurised fresh milk market before serious competition from imports emerges.