"We’re reasonably fortunate in that our welcome has been warm [in the US] because we have a truly innovative product. But it’s a tough business and you are under pressure to demonstrate not just why you are innovative, but the metrics by which you will measure the benefit you will give to the retailer.
"In other words, it might look fantastic from our end of the telescope, but retailers want proof and evidence... But that said they have been very open to a2 milk because we’re in a category where a quarter of the country says they have a problem with milk - that’s an enormous amount – they have a problem and we have a solution.
"Consumer education is the most important thing you need to do if you are trying to change the paradigm, or break the mold, or disrupt. You have to get your consumer well acquainted with how your product brings a point of difference."Jim Smith, director of marketing, The a2 Milk Company