JD to bring fresh milk from New Zealand to China

Consumers will be able to trace every step of the milk’s production process.

JD.com has kicked off its initiative to bring fresh milk from a pasture in New Zealand to Chinese consumers in a partnership with imported milk brand Theland, the company announced in a press release.

Theland has 29 pastures in New Zealand. The customized milk from the JD pasture initiative will be officially sold in September, and consumers will be able to trace every step of the production process, from milking, to manufacturing and transportation.

According to Hurk, the product uses raw milk sourced directly from New Zealand, and its protein content far exceeds the EU standards.

On the first day of this year’s 618, sales of the high-end diamond series of Theland milk increased 17 times YoY, while another children’s milk series sales surged sixfold.