Glug Farm

Background

In 2019, Alibaba’s Freshippo, China’s leading new retail grocery platform with 300+ premium hybrid stores nationwide, approached James Tyler with a bold idea: to create a custom OEM brand to introduce Australian ESL (Extended Shelf Life) milk to the Chinese market. The goal was to bring together supply chain expertise, Australian quality, and China’s digital retail infrastructure.

‍Opportunity

James Tyler led the development from concept to shelf, partnering with Pure Earth Foods in Australia to bring the vision to life.

Key moves included:

• Co-developing the “Glug Farm” brand with Alibaba, tailored for Chinese consumers seeking premium, imported dairy
• Managing the entire ESL supply chain from production in Australia to cold chain delivery across China
• Launching Glug Farm into all 300+ Freshippo stores nationally, supported by:
  
  • Full integration into Alibaba’s digital ecosystem, including app placement, online search traffic, and mobile commerce
  • Online-to-offline storytelling and brand positioning to educate consumers on the value of ESL and Australian milk quality

Outcome

Glug Farm became the first Australian ESL milk brand ever launched in China, setting a new benchmark for category innovation. The product saw immediate traction thanks to strong digital exposure and strategic retail placement. With James Tyler handling both operational execution and brand development, Glug Farm proved that OEM partnerships, when executed right, can open up entirely new product categories in China’s complex retail landscape.