Just past the "618 carnival season", a milk powder company played a cross-border live broadcast, and appeared in the live broadcast room of China Exemption Group with internationally renowned big names such as Estée Lauder and Sea Blue Mystery.
The anchor constantly exclaimed when tasting this milk powder during the live broadcast: "It is very strong and fragrant, very smooth, and there is no grainy feeling at all." And this milk powder that is "out of the circle" through live broadcast is Gao Peizhen's love of grass-fed A2.
Dagong FMCG noted that this milk powder is a new and upgraded version of Gaopei Zhen's gaopei zhen love grass-fed milk powder, and the refined demand for grass-fed A2 milk powder by precision card position consumers.
According to reports, Gao Peizhen loves grass-fed A2 milk powder in the Waikato Millennium Original Ecological Pasture in New Zealand, using natural grazing methods to let cows produce more natural, safe and nutritious milk, known as the distinctive "0 captivity".
But in fact, Gao Pei Zhen Ai is just a foundry brand, produced by Fonterra, the largest dairy company in New Zealand, and applied for the registration of formulas in China, and Gao Pei Dairy is actually responsible for the sales of Gao Pei Zhen Ai.
Judging from the information disclosed by the relevant departments, Gaopei Dairy's factory in China is not as "safe" as it advertises, and such a dairy company is responsible for the sales of Gaopei Zhen'ai, can it really reassure consumers?
Has been pointed out by dairy experts as "false propaganda"
What is the future of OEM milk powder?
In fact, whether it is from the brand, milk source, or quality, factory, domestic and foreign first-line milk powder brands can meet the high requirements of consumers with world-class quality, but some small brands and OEM products are frequent problems, and the promotion of products is also "sword to the side".
In December 2017, the former State Food and Drug Administration released information that "Gao Pei Zhen Ai" (formerly Gao Pei 360) imported as an original can in New Zealand was registered, with batch numbers YP20175162, YP20175163 and YP20175164, and the registered enterprise was Canpac International Limited.
According to public information, Canpac International Limited, a company owned by Fonterra, New Zealand's largest dairy cooperative, said as early as 2014 that the factory should focus more on infant nutrition. On the Jingdong mall, in the GoldMax Gaopei flagship store, Gao Pei Zhen Ai (0-6 months, 1 paragraph) of the national food annotation word YP20175162.
Before the implementation of the infant formula registration system on January 1, 2018, there were many factories in New Zealand and Australia dedicated to the oem of infant formula, and these products were mainly sold to the Chinese market.
Earlier, Wang Dingmian, a senior expert in the dairy industry, told the media that in addition to internationally renowned brands, a large part of the OEM production enterprises from Australia specialize in the Chinese market, which is a brand specially established after seeing the large demand in the Chinese market.
More than 95% of the revenue of these brands comes from China, but due to the landing of the infant formula milk powder registration system, these brands cannot complete the formula registration and can no longer rely on the Chinese market, basically have withdrawn from the historical stage, but there are also individual brands that have survived, such as Gao Peizhen Ai.
At the second China International Import Expo in 2019, according to the information released by Fonterra on the official micro, it signed contracts with Alibaba Group, JD Group, Xiamen C&D, Zunbao Pizza, New Hope, Gao Pei and other enterprises, and finalized relevant agreements with a total amount of up to 18.22 billion yuan, of which Gao Pei and Fonterra carried out a strategic cooperation signing ceremony with a signing amount of 500 million yuan.
At that time, Gao Pei said that the strategic cooperation was based on the existing close business cooperation between the two sides, signed a new production capacity plan, and the two sides continued to bring the import of Gao Pei Zhen Ai milk powder from New Zealand original cans to Chinese consumers, and continuously met the growing demand for infant formula milk powder in the Chinese market.
In recent years, the market pattern of infant milk powder has been changing continuously, and the subdivision categories represented by grass-fed milk powder have also ushered in a period of rapid development, which has received widespread attention from the new generation of consumers.
Grass-fed milk refers to the milk produced by cattle that roam naturally in natural pastures and feed mainly on fresh grass. Compared with grain forage, grass-fed milk emphasizes providing a natural breeding environment for cattle and producing milk under living habits and living conditions that conform to natural laws.
It is worth noting that Gao Pei Zhen Ai is an infant formula milk powder brand that was involved in grass-fed milk powder earlier, and the grass-fed raw materials are provided by Fonterra.
However, with Yili, Shengyuan, Renchu, Mead Johnson, Meilu and other first-line brands at home and abroad have entered the game, resulting in Gao Pei's development space in the grass-fed milk powder market being limited, and having to open up new market segments.
Interestingly, although Fonterra has carried out a strategic cooperation with Gao Pei, in July 2021, Renchu and Fonterra officially announced that the cooperation was deepened, and all of Renchu's infant formula milk powders are from New Zealand grass-fed milk sources.
"Gaopei Dairy has had many incidents in this company, and the media has reported on it, especially the negative information on the quality, and there are still many on the Internet, which has also affected the brand image to a certain extent." An industry insider told Dagong FMCG.
It is reported that Gao Pei has previously played a slogan on its official website that "your baby only eats 50%, milk powder must be accompanied by colostrum, Gao Pei's healthy full meal, and new concept of feeding", causing great controversy. The move was also attacked by dairy analyst Song Liang, who bluntly said that Gao Pei's marketing was a "concept" and had disguised a violation of the ban on colostrum of infant formula food, which was suspected of false publicity.
The industry insider also said that although Gao Peizhen ai claims to have become a best-selling milk powder brand in duty-free shops for 6 consecutive years since entering the duty-free shop in 2015, in fact, the sales are not large, and it is impossible to fully digest Fonterra's raw materials (grass-fed milk), so Fonterra will walk on multiple legs, and through cooperation with more Chinese milk powder companies, while helping them digest raw materials, they can also expand sales.
Dagong FMCG is concerned that in July 2020, the whole milk powder produced by Fonterra (Fonterra) in New Zealand was not allowed to enter the country due to unqualified sensory tests.
At the same time, according to the national unacmitted food and cosmetics information released by the General Administration of Customs in November 2021, Zhongshan Zhengyi Trading Co., Ltd. imported from New Zealand and produced by FONTERRA INGREDIENTS LIMITED produced a batch of 75 kg of full-fat milk powder, which was not allowed to enter the country due to unqualified packaging.
In January 2022, the General Administration of Customs released information on food and cosmetics that were not allowed to enter the country in December 2021. In December 2021, the national customs detected a total of 352 batches of unqualified food such as safety and health projects and not allowed to enter the country in the port supervision link. Among them, Beijing Yuya Weiye Trading Co., Ltd. imported from New Zealand and produced by Fonterra Limited in a batch of 50 kilograms of whole milk powder (NZMP) was refused entry by customs due to unqualified packaging.
Gaopei Dairy's factories have more problems and have been notified by the relevant departments by name, while the milk powder produced by partner Fonterra has been refused entry due to unqualified sampling inspections, and the two enterprises can also be regarded as "difficult brothers and difficult brothers".
Gaopei Dairy's factories were alarmed by health and safety issues
In fact, whether in the Chinese dairy market or in the infant formula industry, Gaopei Dairy is not ranked. After the various problems in its factories were named and reported, Gao Peicai attracted the attention of the media and people inside and outside the industry.
On August 21, 2017, the former State Food and Drug Administration issued a notice showing that it found a number of unqualified places during the inspection of the food safety production specification system of Gaopei (Guangzhou) Dairy Co., Ltd. and Heilongjiang Oubeijia Nutrition Food Co., Ltd.
The notice shows that the production record of Gaopei 100 nursery child formula milk powder (800g/can, batch number 201704236022, actual output of 10495 cans) produced on April 23, 2017, the production situation of the batch of products was not abnormal, and all product inspections were released. However, the "Inventory Card" and "Scrap List" show that on May 10, 2017, 525 cans (a total of 420kg) of the batch of products were wasted, and on May 12, 2017, they were transported away by Guangzhou Biyun Landscaping Engineering Co., Ltd. The enterprise failed to provide the "Unqualified Product/Quality Abnormal Review and Disposal List" of the batch of unqualified products and the relevant unqualified inspection records. It does not meet the requirements of the "Technical Standards, Process Documents and Record Management System" in the "Detailed Rules" on the disposal records of unqualified products.
The notice also shows that the inspection of the "Unqualified Products/Quality Abnormal Review and Disposal List" found that the online quality control personnel confirmed on the spot that the 21st slot product of Gaopei 100 care packaged infant formula milk powder (800g/can, batch number 201704216022) produced on April 21, 2017 had air leakage, and the product was scrapped on May 12, 2017 after being signed and confirmed by the quality control supervisor Yin XX, the production supervisor Liao XX, the quality and safety person in charge Huang XX and the general manager Liu XX. However, Gaopei Company did not provide records of the production, inspection (including air tightness inspection), finished products in and out of storage, and scrapping orders of unqualified products.
Tracing the production and inspection records of the product on April 21, 2017, only 1 batch of high-pei gold children's milk powder (belonging to the modulated milk powder) production records were found. General Manager Liu Moumou explained that the product production date, batch number and number of unqualified product slots filled in in the "Unqualified Product/Quality Abnormal Review and Disposal List" are all clerical errors, and the actual situation should be that the 20th slot of the same variety of products produced on April 22, 2017 is abnormal and applies for scrapping. However, a trace of the production and inspection records of the products on April 22 found that all the products produced on that day passed the inspection and were released.
After the notice was released, the official response of Gaopei Dairy said that the company's rectification opinions after the review of the State Bureau had been completed and submitted to the provincial bureau for acceptance on July 14, and emphasized that the company's products had been listed and circulated for 3 years, and the sampling inspection was 100% qualified, "which is worthy of the trust of the majority of dealers and consumers."
Interestingly, in response to the problem of the destination of the unqualified products that should have been scrapped by the enterprise mentioned in the notice of the former State Food and Drug Administration, Gaopei Dairy did not mention it in the statement, and it has been more than 5 years since the past 5 years, and Gaopai Dairy has not made a public explanation for the above problems, which has also become a "confused account".
Coincidentally, in August 2018, the Guangdong Provincial Food and Drug Administration issued the "Guangdong Provincial Food Production Enterprise Supervision and Inspection Circular (95)", showing that Gaopei (Guangzhou) Dairy Co., Ltd. inspected "unqualified", stopped production and handed over to the Guangzhou Food and Drug Administration for processing.
Screenshot from the official website of Guangdong Provincial Food and Drug Administration
According to the details, Gaopei (Guangzhou) Dairy Co., Ltd. was inspected in 10 categories, including the qualification of the production subject, production environment conditions, purchase inspection results, product inspection results, product standard implementation, unqualified product management and food recall, employee management, and food safety accident disposal.
There is water in the factory area of the enterprise, there is water seepage on the external wall, some drainage pipes are exposed, etc., the pest prevention measures are insufficient, and moths, spiders, and fly extinguishing lamps are found on the spot that are not regularly cleaned. The incoming goods inspection system and some management systems and records are not perfect. The person in charge of enterprise quality is not in place to perform his duties in the material release and food safety inspection, and the training for the disposal of problems found in the system self-inspection and the implementation of the management system are not enough.
For the health and safety issues of Gaopei factory, food industry analyst Zhu Danpeng bluntly said that at the moment when the sampling pass rate of infant formula food exceeds 99%, how to further consolidate regulatory achievements, eliminate risk factors, and ensure quality is still an important issue in food safety.
(The article is the original of the Fast Consumption Channel of Dagong Network, welcome to reprint, please indicate the source at the beginning of the reprint.) ）
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