Theo Spierings and Fonterra will be facing increased competition.
Eater is arriving at just the right time given the general air of disgruntlement that's been prevalent over the past week.
From Fonterra's miserly and largely unpredicted cut to its forecast dividend, to the catastrophic effort from the Black Caps in the World Cup final, we've taken a fair old hammering in the financial and feel-good stakes. A long weekend could just be the tonic to soften the sombre blow of disappointment.
Fonterra boss Theo Spierings suggested at its media conference last week that farmers "could be disappointed" by their half-year result. From the feedback I've seen and heard that's already a leading contender for understatement of the year. Downright pissed off would seem a more accurate sentiment. A lot of farmers were actually expecting an increase in the forecast dividend given the lower production costs due to the small forecast payout, higher margins and the heavy investment in Fonterra's value-added business.
Terms such as "put on notice", "soul searching" and "tougher approach" have all been directed at the dairy giant and competitors such as Open Country Dairy are reportedly picking up business as a result of a mini backlash against Fonterra.
Those same criticisms being levelled at Fonterra have been used to describe the Black Caps over the years. That is until their incredible run of form which began around two years ago. Unfortunately, the brickbats have briefly returned given the disappointing fashion in which the New Zealanders limped through most of the World Cup final. I honestly thought it would at least be a contest.
I heard former Black Cap Jacob Oram say on Saturday he thought the result was "written in the stars" for the New Zealanders. He said he was not usually one for that kind of hippy-like sentiment but he felt everything had gone to script so perfectly up to that point, there was almost an air of fairy tale about the whole thing. And that's what it proved to be in the end; a fairy tale up until the final chapter called reality, where this exceptional team received what many of us hoped wouldn't happen -- a decent hiding. It was largely one-way traffic and had an air of unfortunate familiarity about it.
It leaves a bitter aftertaste, even though the plaudits from around the world are going to New Zealand and not the Aussies. Still, it was great to see those two working-class lads from Dunedin show the world how the game can and should be played.
We now need to show the world we're still the dog's bollocks when it comes to dairying. The quotas which have shackled the EU's dairy sector since the 80s have been officially abolished this week, paving the way for countries such as Ireland and the Netherlands, who also trade on a clean, green image, to target the same markets we do: China, Southeast Asia, the Middle East and North Africa. Until now, some markets have been reliant on New Zealand, but experts are saying the initial flush of new product could further soften international prices.
It's all rather depressing really, which is why I think the long weekend is shaping up nicely. Unless, of course, you're me ... I have a family gathering to attend at some camping ground in the middle of nowhere. The whole thing sounds like some sort of Christian retreat, complete with itinerary, communal food and communal facilities. Dear God, give me the will to carry on. First thing I'll be doing is loading the car up with boxes of booze to dull the senses and liven up proceedings. You never know -- a few rounds of Kumbaya might be slightly more tolerable half sloshed. Heck, I may even join in. Happy Easter readers.