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Farewell Anchor, Fresh'n Fruity and Mainland: what’s behind Fonterra’s decision to sell its consumer brands?

By Alan Renwick, Professor of Agricultural Economics, Lincoln University, New Zealand
David Dean, Associate Professor, Department of Agribusiness and Markets, Lincoln University, New Zealand

Fonterra’s plan to sell its consumer brands came as a surprise. But there is logic to the dairy giant focusing on selling to the food industry rather than directly to consumers.

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