Background
In 2016, James Tyler partnered with Norco, one of Australia’s most respected dairy cooperatives, to create a premium fresh milk brand exclusively for the Chinese market. The result was Single Estate—a chilled milk range sourced from farms in NSW and airfreighted weekly to China.
Opportunity
To set a new benchmark in dairy freshness, James Tyler developed the T72 Project, our own supply chain initiative to get milk from Australian farms to Freshippo shelves in under 72 hours. That’s fresher than what many Australians receive domestically.
Key highlights:
- Developed the brand from scratch our launched 3 premium SKUs:
- Full Cream 1L
- Non-homogenised, cream-on-top 1L
- Jersey Milk 1L
- Managed the entire cold chain logistics, customs clearance, and retail onboarding
- Partnered with Freshippo to list Single Estate milk nationally across China
Outcome
Single Estate became an instant success and quickly built a loyal following among Chinese consumers seeking ultra-fresh, traceable dairy. Its “farm-to-shelf in 72 hours” promise captured attention and differentiated the product in a competitive market. The program ran successfully for several years until it was paused during COVID lockdowns, but it remains a standout example of premium positioning, logistics innovation, and brand storytelling done right.
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