Dairy Farmers Thick & Creamy Yogurt

Background

Dairy Farmers Thick & Creamy (DFTC) is one of Australia’s most iconic yogurt ranges, known for its rich texture, indulgent flavours, and trusted heritage dating back over 100 years. In 2016, Chinese consumer trust in locally produced dairy was still recovering from prior food safety scandals, creating demand for safe, high-quality imported products.

Opportunity

James Tyler recognised a unique route to market: leveraging the Daigou community – Chinese Australians – who were purchasing and sending goods to friends and family back home. So James Tyler:

• Built a direct-to-consumer supply chain model – from Australian farm to Chinese table
• Targeting Daigou shoppers in Australia
• Targeted and grew a grassroots network of 500+ Daigou selling DFTC to their personal networks every week, with James Tyler fulfilling orders through our D2C supply chain
• Airfreighted fresh stock weekly from Victoria to ensure top-tier product freshness
• Used this momentum to gain trust, visibility, and product demand in-market
• Transitioned from D2C to retail—unlocking broader reach through mainstream retail channels

Outcome

What began as a community-driven launch quickly scaled into a full retail success. DFTC developed strong brand awareness and trust in China, supported by a direct connection to Australian supply and quality. James Tyler’s nimble approach transformed a niche sales channel into a national rollout strategy, laying the foundation for wider distribution across China’s growing yogurt market.