Jarlsberg Success "Down Under"

With annual exports approaching 2,500 tons, Jarlsberg is the most imported cheese in Australia. Half of the cheese that ends up on the dinner tables in Australia comes from Jæren, Elnesvågen and Verdal.

Tine JarlsbergEach Australian consume on average about 100 grams Jarlsberg each year. It makes Australians to the second largest consumer of Jarlsberg per capita - behind Norway.

- Sales and marketing work done in Australia is a good example of how to build a profitable sales and a strong brand abroad, says Executive Vice President for International TINE, Bjørn Moldskred.

TINE's partner in Australia, Cantarella Bros Pty Ltd, has invested a lot of time both in branding and customer relations since Jarlsberg became part of the company’s product range back in the 1960s. During the 90s imports of Jarlsberg surpassed 1,000 tons. In 2010, imports passed 2,000 tons - and now imports are as high as 2,500 tons.

Performance has been good, concludes Moldskred.

 

1250 tonnes from Norway

This year, over half of the Jarlsberg in Australia comes from Norwegian dairies (the rest comes from the US and Ireland). And most of the exports are from Rogaland and Jæren, in the west of Norway. At the end of 2015, 900 tons of Jarlsberg has been exported from that area.

-It is very exciting to contribute to a global export success - and that we have such a well-known brand in the international market, says dairy manager at TINE dairy Jæren, Espen Schefte.

Around 1300 local cows produce 9 million liters Jæren milk, which reaches the tables in Australia in the shape of Jarlsberg.

 

Strong market

Now TINE looks at new opportunities in the country with 24 million inhabitants - and with a standard of living and purchasing power on a par with Norway. As part of these efforts Moldskred visited Australia earlier this year to gain firsthand knowledge of both customers and market.

-More options should be considered. Drinks and products to enhance restitution for athletes (YT), ice coffee and nutrient dense products aimed at seniors are possibilities we have discussed with our business partner, says Moldskred.

 

12,000 tons in USA

 

Even though the Australia market is huge, the largest export market is the US, where the cheese is to be found in 90 percent of supermarkets. As much as 12 000 tonnes of Jarlsberg cheese is annually exported to hungry Americans.

Associated companies:


Related news

Latest news

New contract: Windcat 41 - no 17 in the Servogear series

Servogear announces the signing of a new contract with Windcat Workboats BV for the delivery of Servogear Controllable Pitch Propellers (CPP)  for their new vessel Windcat 41. 

Seacat Enterprise to be launched January 12th

Seacat Services, is preparing to launch its first High Speed Utility Vessel (HSUV), Seacat Enterprise at January 12th.

Norsafe Signs Contract with the Swedish Coast Guard (KBV)

On Wednesday 21st December, Norsafe signed yet another new contract with the Swedish Coast Guard (KBV) to deliver nine new Magnum 750 MKII boats.

A Unique Second-generation Tomograph is Developed

A new gamma-ray tomograph designed to image up to 4” diameter pipes, is developed by CMR Prototech for the Saskatchewan Research Council (SRC) in Canada.

Sohome launches a new website

Sohome has launched a new website that makes it easier to find key information. 

Sohome AS receives orders for Johan Sverdrup Project

Sohome AS is proud to be a sub-contractor to Intelecom AS for the Johan Sverdrup Project. 

New 55'' Ultra High Definition Chart and Planning table passes Type Approval testing

Most advanced maritime display system ever produced, the 55'' Ultra High Definition Chart & Planning table, enables Integrated Bridge System manufacturers to develop new multi-data solutions.

Norsafe's experience in the Polar Code Pays Off

In readiness for the introduction of the Polar code, Norsafe has become the first LSA supplier to have executed full scale tests and trials 

Øglænd System Group winner of Business of the Year Award

Øglænd System Group won the Business of the Year Award in the Stavanger-region 2016.