Ranch Market hosts 'New Zealand made with care' to bring nutrition ethos to ID

In Jakarta's upscale Grand Indonesia mall, a quiet soft power play unfolded this May. Backed by a government-to-government partnership, New Zealand Trade and Enterprise (NZTE) has joined forces with Ranch Market Group to launch "New Zealand made with care," a campaign that's part diplomacy, part branding, and wholly strategic.

With health consciousness rising among Indonesia's urban families - particularly regarding children's nutrition - New Zealand sees an opening. The campaign doesn't merely aim to boost exports of apples, dairy, or chocolate. It seeks to build trust in the provenance and principles behind the products.

"Through the 'New Zealand made with care' campaign, we want to show that every product from New Zealand is made with deep attention to quality, sustainability, and consumer health," said Dibya Pranata, head of business development at NZTE. "We believe Indonesian consumers deserve products that are not only delicious but also nutritious and ethically made."

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The launch event, held on 16 May, featured a traditional Māori haka dance - choreographed in partnership with the New Zealand School Jakarta - alongside a ribbon-cutting attended by Ambassador Phillip Taula and key representatives from both countries' food industries.

"New Zealand made with care" reflects the strong commitment between New Zealand and Indonesia to drive strategic cooperation, especially in food, health, and environmental sustainability, said Dion Edmonds, New Zealand trade commissioner for Indonesia and the Philippines.

That commitment extends beyond packaging and point-of-sale displays. The campaign hinges on New Zealand's national identity as a producer of ethically sourced, environmentally responsible goods. It positions the country not just as a trading partner but as a caretaker of the land and sea.

"New Zealand producers are known for their deep connection to nature - both land and sea," Edmonds said. "It's a relationship built on care, respect, and the understanding that when nature thrives, we all thrive."

Among the featured brands are Fonterra's well-known dairy lines (Anchor, Anlene, Anmum, Boneeto), the nutrient-rich goat's milk label Karihome, and fruit producers such as Zespri, Rockit, and Golden Bay. Also in the mix: Sujon's frozen berries, Manuka Health honey, and indulgent favourites from Whittaker's and Griffin's.

This diverse line-up reflects a global shift in how consumers weigh taste and convenience against sustainability and safety. In urban Indonesia, the growth of premium grocers such as Ranch Market shows that a segment of middle-to-upper class shoppers is ready to vote with their wallets - if the storytelling matches the standards.

Elsa Dian Trifani, chief merchandising and marketing officer at Supra Boga Lestari, said the collaboration reflects a mutual strength: "Through the synergy between the quality of New Zealand products and Ranch Market's strength in distribution and marketing communication, we believe more consumers will come to recognise New Zealand products as a safe, healthy and premium choice."

The "New Zealand made with care" campaign will run from 16 May to 5 June across a selection of Ranch Market's premium outlets, including Grand Indonesia, PIM 3, Pesanggrahan, Kemang, and Lippo Mall Puri.

In June 2022, Ranch Market Group partnered with NZTE to launch the "Made with care - A taste of New Zealand" campaign across 18 Ranch Market stores and 2 The Gourmet by Ranch Market outlets in Indonesia. The campaign showcased premium, nutritious New Zealand food and beverage products, aiming to meet the growing health-conscious demand among Indonesian consumers post-pandemic.

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