Fuping County, Shaanxi Province is located in the Guanzhong Plain, belongs to the semi-humid climate zone, superior agricultural and animal husbandry conditions, in the 70s of the last century, the government supported the industrialization of goat dairy products, is "China's goat milk capital". The predecessor of Red Star Meiling was established in 1978 in Fuping County Dancun Dairy Factory, after restructuring and expansion, it has now become the largest goat milk powder enterprise in China, and in 2015 on the New Third BoardListedIt is the first stock of goat milk powder in China. According to the financial report, Meiling adult goat milk powder revenue accounts for nearly 60%, which is the core business of Red Star Meiling, and has been certified by Guinness World Records by virtue of the 2018 Double 11 Taobao Trading Index. Fuping goat milk powder is a geographical indication product, and Red Star Meiling is one of the drafting units of its standard.
The global goat milk industry still maintains the model of free-range dairy farmers and enterprise acquisitions, and most of the leading brands in Shaanxi have self-built pastures, but they still need to purchase raw milk from retail investors and cooperatives. In 2006, Red Star Meiling built 136 mechanized milking stations for dairy goats in Fuping County, dairy farmers only need to lead the goats to the milking station, and the fresh goat milk can be squeezed out by the milking station, and the goat milk is then cooled to 4 °C, transported through the cold chain, and arrived at the factory within 2 hours. Centralized milking can effectively avoid the health and safety problems that may be caused by retail self-milking and storage, and the model was named "Red Star Model" by the Shaanxi Provincial Department of Agriculture to promote in the industry, and was soon adopted by major dairy enterprises.
Red Star Meiling is one of the few enterprises in Shaanxi Province with a breeding project, and the breeding base contains superior dairy goat breeds such as Saanen, Togenburg, and Alpine goats, with an annual yield of 900 kg in 2019, which is higher than China's average of 600 kg and close to the Dutch level.
Shaanxi dairy enterprises have been in a corner of security for decades, due to the lag in brand building, they have little advantage in the fiercely competitive infant formula milk powder market, and adult milk powder is their main battlefield. Meiling adult milk powder has a complete layout, including whole goat milk powder that many brands are unwilling to dabble in. Low premium, unfavorable income is the main reason why whole goat milk powder is not valued by enterprises, from the financial report, Meiling whole goat milk powder accounts for less than 1% of revenue, and the profit margin is limited. And the nutritional composition of whole goat milk powder can directly reflect the breeding and production level of the enterprise, and there are not many enterprises that dare to launch whole goat milk powder without timidity.
Meiling has two types of whole goat milk powder and Fuping goat milk powder, of which Fuping goat milk powder is a geographical indication product, and the raw milk comes from the improved breeds bred by Meiling's own pasture. The nutritional composition of the two goat milk powders is almost the same, containing 25g of protein per 100g, which is slightly higher than the common Anjia and Ai's Chenxi whole milk powder, containing 27g/100g of fat, and is creamy and mellow. Since the original calcium is not a mandatory labeling item, most of the Chinese brands of whole goat milk powder are not marked with calcium content, Meiling whole fat pure goat milk powder is the case, Fuping goat milk powder is an exception, marked with 1000mg of calcium per 100g, is a real high-calcium milk powder, the common Anjia, Deyun whole milk powder is less than 900mg/100g.
At present, the country with a higher annual yield of dairy goats is the Netherlands, which is still less than 1 ton, while the annual yield of dairy cows is between 7-10 tons. The daily activity price of Meiling whole fat pure goat milk powder 400g is about 50 yuan, and the price of Fuping goat milk powder 300g is about 40 yuan, which is almost the easiest to buy and the lowest price goat milk powder on the market. It comes in 25g sachets, as do most Chinese brands of bagged goat milk powder.
The vast majority of goat milk powder on the market has been processed by flash evaporation, and the smell is slight, but due to the influence of taste sensitivity, some people can still taste the smell, it is recommended to buy a small bag for the first time, and then decide whether to repurchase after tasting the taste.
In addition to whole milk powder, Meiling has prepared a variety of formula milk powder for different groups of people such as the old, young, pregnant and giving birth, with an average protein of 20g/100g and a calcium content of 600-1000mg/100gfolic acid。 It is worth mentioning that in order to increase the protein content in the prepared milk powder, many brands will additionally add whey protein concentrate powder, and the protein content after adding is also about 20g/100g. The ingredients of Meiling adult formula are all common nutritional fortifiers of raw goat milk, and they reach the same level without additional whey protein, which also reflects the quality of raw milk.
Meiling's adult formula milk powder is also very cost-effective, with a unified price of 69 yuan for 400g. To buy milk powder for middle-aged and elderly people, mainly look for sucrose-free and high calcium, and people with three highs also need to choose low-fat milk powder. Meiling middle-aged and elderly formula goat milk powder is full-fat, high calcium, divided into sucrose-free and added sucrose, relatively recommended middle-aged and elderly sucrose-free goat milk powder.
