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Alan Renwick, Professor of Agricultural Economics, Lincoln University, New Zealand

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

Fonterra Anchor Mainland Goodman Fielder New Zealand

Fonterra caught the business world by surprise last week with plans to sell off its consumer brands and businesses – including supermarket mainstays such as Anchor, Fresh'n Fruity and Mainland. The move has been described as the “most dramatic major structural change” in the company’s 23-year history.

There are several possible explanations for this shift in direction for the dairy giant.

Consumer markets have long been a cornerstone of Fonterra’s business strategy. In 2023, the cooperative reported NZ$3.3 billion in revenue earnings from its consumer brands. This benefited Fonterra and farmers alike.

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