NZ pumpkin milk to hit shelves in Asia

New Zealand has exported a unique plant-based milk to Asia thanks to a partnership between a Hawke’s Bay company and the Ministry for Primary Industries (MPI).

Made from New Zealand-grown kabocha buttercup squash, the Kabochamilk product is a collaboration between Shane Newman — a New Zealand buttercup squash grower from Hawke’s Bay, and Sachie Nomura — a Japanese celebrity chef and the brains behind avocadomilk, an award-winning plant-based milk.

MPI contributed more than $95,000 through its Sustainable Food and Fibre Futures fund (SFF Futures) to help boost efforts to formulate, manufacture and market a shelf-stable kabocha milk recipe that would appeal to consumers in Japan, Korea, China and beyond.

The plant milk uses the un-exported tag-3 fruit to create a high-value product from produce that would otherwise go to waste.

“It’s immensely satisfying to have hit upon a new opportunity for New Zealand’s kabocha industry,” Newman said.

New Zealand is one of the largest exporters of kabocha to Japan and Korea. By tapping into the strong distribution and retail channels Newman and his family have established from over 40 years of fresh horticultural and export business, Kabochamilk is able to gain access to a large distribution network of around 5000 Asian retailers, supermarkets and convenience store chains.

The story of the kabocha being grown and produced in New Zealand is an important part of the branding.

“New Zealand growers already have very high credibility among consumers, so we emphasise the product’s origin story in our marketing,” Newman said.

“The market feedback already has been extremely positive, from product concept, to taste, to brand.”

Kabochamilk is positioned as an everyday ‘milk alternative’ product that can be consumed at any time of day as a simple, tasty way of introducing healthy nutrients into the family diet.

MPI’s investment programs director Steve Penno said Kabocha Milk Co is providing valuable employment opportunities in New Zealand’s food sector. “These opportunities will only continue to grow as the company expands. This product promotes a positive story about New Zealand-grown products, which is invaluable for our reputation,” he said.

“It’s also an innovative way to extract greater yield and value for our growers from surplus produce. Currently 10–15% of kabocha grown in New Zealand is used for stock food.

“We’re proud to have been part of this story through SFF Futures.”

Image credit: ©stock.adobe.com/au/DAVID