Page 25 - Food&Drink Business magazine October 2022

BULLA SCOOPS SUCCESS
Bulla Dairy Foods was founded 112 years old and is still growing. In 2020/21, it achieved record domestic sales for its chilled and frozen products while exports held steady in a challenging trade environment.
The family-owned business is now embarking on its next stage of growth, looking to triple export revenue to 15 per cent over the next five to seven years.
Bulla first launched in South-East Asia 25 years ago, and with several of its markets having mandatory halal certification, Bulla’s halal export strategy has been central to its growth.
The company now exports halal certified chilled and frozen products, including fresh cream, sour cream, cottage cheese, yoghurt, and ice creams.
In 2020/21, Bulla’s sales increased by more than 30 per cent in South-East Asia, with significant growth in Malaysia and Singapore.
By developing a clear distribution strategy for each country, it has been able to boost sales in these key markets.
In Malaysia, where all products are required to be halal certified, Bulla has reported a year-on-year growth of over 50 per cent for the last three years growing sales from $0.5 to $2.5 million.
All of Bulla products are certified by an Australian halal certification body that is accepted in its export markets. When developing new products for these markets, Bulla ensures ingredients meet the standards required to ensure the final product will be halal compliant.
Its quality assurance team also works closely with local halal certifying bodies by providing all the required information. Once the product is certified, the information must be on the production specification documentation, as well as some of the packaging and labels.
Austrade has worked with Bulla to build up its profile in the region and connect with potential customers and sales platforms for continued growth. This involves working with Department of Agriculture, Fisheries and Forestry to advise on any changing regulations and any issues they may face during the export journey.
Earlier in the year, Austrade, in collaboration with a major food retailer Village Grocer, promoted the Australia Fair Campaign featuring famous Australian brands including Bulla as one of them – led to increased awareness and increase in sales during the promotional period.
Bulla plans to continue to drive its growth in Malaysia, through new platforms, and into new regions including East Malaysia and are also exploring other markets, such as Indonesia and Middle East countries. ✷
ABOVE: Bulla’s clear distribution strategy for Malaysia has delivered year-on-year growth of 50 per cent for the last three years.
✷ ABOUTTHEAUTHOR
DAIRY BUSINESS
Paul Sando is the senior trade and investment commissioner, Malaysia & Brunei, for Austrade. Prior
to that he held the
equivalent role for South China and other senior trade roles in Asia and Europe.
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www.foodanddrinkbusiness.com.au | October 2022 | Food&Drink business | 25