O Organics Goes to China in $7.3m Deal

O Organics MillkAccording to a press release issued to day Safeway Private Brand O Organic milk will be sold throughout China through one of Asia’s largest retailers. SnackHealthy, Inc. announced the furtherance of its Asian roll out of organic O Organic branded milk products through its export division, Healthient, with purchase orders totaling $7.3 million.

Lucerne Foods, a subsidiary of Safeway Inc., will manufacture the O Organics milk. Founded in 1904, Lucerne operates 32 plants in the U.S. and Canada. Healthient will be providing procurement, documentation, consolidation and export support for the specialty food market in Asia with shipments to commence in May 2014.

Richard Damion, SnackHealthy’s CEO commented, “The sales opportunities in Asia represent both significant revenue and profits for our company. The introduction of the organic dairy product line in May 2014 will also include UHT and ESL milk. These categories are two of the fastest selling fluid milk products in the China marketplace. Our objective is to make it a leading organic milk and dairy brand in the region.”

“Booming Chinese consumer demand for imported dairy products represents a significant selling opportunity for SnackHealthy’s, Healthient division and by late spring we should be in grocery stores in Shanghai, Manila, Beijing, Guangdong and Hong Kong with this extensive product line,” according to Michele Chen, Sterling’s Hong Kong President who submitted the purchase orders and is the distributor and representative of the O Organics dairy brand in Asia. “This order and export collaboration signals the start of an accelerated growth platform for the introduction of O Organic dairy and perishable products into the Asian market,” further added by Ms. Chen.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.