Pura is educating consumers of the benefits of this 'new' attribute using the Marketing-Mix of social media, internet and TV. Their website has a section dedicated to it. They are using endorsement by Australian Champion Barista, David Maikin, to help build the brand. He suggests that coffee is better with permeate free milk.
The jury is out...
Source: First Froots E-newsletter 8th July 2012
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When is Milk Really Milk?
Pura Milk have got on to the front foot in the milk price war and have launched an advertising campaign highlighting the fact that their range of white milk is free of permeates, which is a watery waste product from the manufacture of cheese and butter. One does not have to be too smart to allege that the supermarket home brands may well contain permeates.
The addition of permeates in milk does not have to be included on the labeling which is bad news for consumers. Although permeate has no known health issues, it is added back into milk to reduce costs. Surely the consumer has a right to know what is in the food they buy?
We applaud Pura for making this stand.
May we also highlight that no milk sold by First Froots has permeates added.
Other brands available besides Pura are:-
Fleurieu
Paris Creek
Moo View Raw Milk
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