Organic milk Certification management loophole small brand in troubled waters

With the development of dairy market, organic milk as an up-and-comer attracts the eyes of the milk enterprises. In addition to the previous Mengniu and Yili and other old dairy companies involved in the organic milk business, the recent holy Shepherd Hyape and other dairy companies began to join the organic milk Army. Analysis of the industry, organic milk does have a larger space for development, but there are channels and difficult to apply for certification problems. At present, the domestic production of dairy products in Europe and the United States, it is not possible to meet the requirements of organic products. Dairy enterprises should start from the source, so as to have a place in the organic milk market. Dairy enterprises to join the "holy Animal husbandry organic milk, the whole organic" eye-catching product promotion card in Beijing, a Yong-Hui supermarket (601933) of the dairy sales area. According to the sales staff in the region, at the end of last year, the Holy Animal husbandry organic milk just entered the supermarket, the use of Spring Festival consumption peak, a lot of promotions. However, as the "new" organic milk, currently from the terminal sales, the Holy Shepherd also needs a lot of effort. "With Mengniu ' special lun ' and Yili ' Gold code ' These two organic milk, the holy animal husbandry organic milk Market time is shorter, and 98 yuan/carton price is relatively more expensive, consumer customer base will naturally less." said the sales staff. May also be a congenital disadvantage, the new dairy enterprises in the channel and sales of hard work. "Abbott organic milk are imported from abroad, mostly in pharmacies in foreign sales, so that the use of Abbott's original medicine sales channel advantages, but also to reassure consumers of security concerns." Domestic consumer groups are also mainly positioned in foreign production after the children to bring home the mother group, because these consumers more recognized foreign brands. "An organic milk agent from Guangdong, Mr. Feng, told reporters in an interview. Small brand embarrassing situation in fact, in addition to these more well-known dairy enterprises in the organic milk, many little-known small brands are also trying to use organic milk "high-end products that high price" of consumer psychology, the opportunity to share a cup of soup. But in the blind pursuit of high profits, inevitably there is the risk of product quality. Are all the organic milk products sold in the market now qualified? A reluctant to name the importer of milk powder revealed to reporters, in addition to a few more well-known organic milk brands, the current through the Chinese organic food certification of many small brand enterprises, only spinach and Bellamy and several other, organic food certification requirements are very high, the general milk powder difficult to pass certification. In fact, the global market, the price of organic milk powder is higher than the ordinary milk powder, the range is about 20% to 40%, it is based on this, so that many small brands of milk enterprises greed, in troubled waters to do organic milk business. But organic milk belongs to a high-end niche market, the demand for milk source is very high, many enterprises do not meet the production standards. "In the eyes of experts, in the organic milk industry, small brands are obviously powerless." Although foreign organic milk development time earlier, and certification and other links are relatively perfect, but organic products upfront investment, small and medium-sized enterprises do not have enough capital to enter. "The whole channel needs to develop organic milk to accelerate the expansion of the same time, the industry problems are also exposed." "WithCompared to ordinary milk, organic milk belongs to high-end products, it must take the high-end route, but the current milk companies still with the aid of ultra and other traditional channels for sales, narrow channel choice. "said Shangjian, a food industry researcher at CIC. Not only is the channel problem, organic milk in the authentication aspect also has the very big loophole. "Organic product quality requirements are very high, and domestic milk source from the source and can not guarantee the organic nature of raw materials, in addition, the ' organic ' concept is in the beginning stage, the relevant certification is used to enhance the role of advertising, for this purpose, and even enterprises to buy the way to obtain organic certification. Dingmian, a dairy expert, said. "For now, domestic production of dairy products in Europe and the United States, it is impossible to meet the requirements of organic products." Shangjian that dairy enterprises should start from the source, so as to have a place in the organic milk market. At the same time, with the changes in the strategy of dairy companies, the senior restaurant will become the main selling channels of organic milk, organic milk products will be more detailed. Beijing business newspaper reporter Jin Xiao