Fonterra is a very well-known dairy giant. Its recent announcement of providing free milk in all primary schools has made the hottest topic of discussion among all, while many people are also claiming that the dairy has made a very shrewd marketing move by announcing free milk for children.

No one is clear what is going on in the mind of the dairy giant who, in the past, was once accused of profiteering. Similar comments have also come from Brand Strategist Ms. Jill Brinsdon, who said in his statement that the dairy company has made a smarter move to shake its dirty dairying image that it earned after being criticized for hiking prices.

The announcement for providing free milk came from the company today morning and according to reports, it will start supplying milk to all New Zealand primary schools by 2013. The last time free milk facility that was made available to children was approximately 44 years ago.

Regarding the announcement from the company, Brand Strategist Ms. Jill Brinsdon said that, “We've got a long, long history with milk. It's a very emotional one and they've [Fonterra] kind of tapped into that in a substantial way at the end of a year that's been incredibly hard for everybody”.

According to reports from the company, the trial of Milk for Kiwi's scheme will be done in 110 Northland schools during the first term of next year, before the nationwide roll out.

Fonterra Chief Executive Mr. Theo Spierings said that milk adds very good nutrition to children’s diet and thus this initiative of the company will help them make milk more accessible to Kiwis.