We have known for years that oily raggers are leading the way for others to follow. About 18 months the oily rag research carried out a nationwide survey to answer some key questions about the price of milk. Over 600 oily rag readers took part and some very important conclusions were drawn about the price of milk, where to get the best deals, and how the industry extracts premium prices through branding.
It was therefore pleasing to see TV3’s Campbell Live caught up with the issue. While their report tried to portray retailers out as price gouging villains, it did extract a confession out of a Fonterra Branding boss, Peter McClure who confirmed the milk in a $2.90 2ltr bottle of Dairy Dale is exactly the same as the milk in a $4.90 bottle of Anchor.
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