New Zealand’s kabochamilk made from buttercup squash to hit Asian retail

17 Aug 2021 --- A unique plant milk made from New Zealand grown kabocha buttercup squash will be available in supermarkets across Asia following a partnership between a Hawke’s Bay company and the Ministry for Primary Industries (MPI).

MPI contributed more than NZ$$95,000 (US$66,913) through its Sustainable Food and Fibre Futures fund (SFF Futures) to help boost Kabocha Milk Co’s efforts to formulate, manufacture, and market a shelf-stable kabocha milk recipe that would appeal to consumers in Japan, Korea, China, and elsewhere. 

The plant-based milk has been branded under the name 'Kabochamilk.'

Kabochamilk is a collaboration between Shane Newman – one of New Zealand’s largest buttercup squash growers from Hawke’s Bay, and Sachie Nomura – a Japanese celebrity chef and the brains behind avocado milk, a world first, award-winning plant milk. 

The plant-based milk has been branded under the name Kabochamilk.

A different kind of plant-based milk 
Kabochamilk is fully vegan and free-from artificial flavors and colors and is hailed for offering a great taste.

“Our Kabochamilk uses the un-exported tag-3 fruit, creating a high-value, sustainable and exportable product from produce that would otherwise go to waste," says Newman.

“It's immensely satisfying to have hit upon a new opportunity for New Zealand’s kabocha industry.”

Newman says kabocha is a staple and regular healthy part of the Japanese and East Asian diet.

“There are no other comparable kabocha milks in any of those markets, and it became a really exciting opportunity to fill that gap,” he adds.

Exporting to Asia 
New Zealand is one of the largest exporters of kabocha to Japan and Korea. By tapping into the strong distribution and retail channels, Newman and his family have established from over 40 years of fresh horticultural and export business that Kabochamilk can gain access to an extensive distribution network of around 5,000 Asian retailers, supermarkets, and convenience store chains.

“We’ve made agreements with powerhouse distributors in Japan and Korea that have access to thousands of retail stores,” Newman continues. “Our products are already available in Tsurya and Harashin and high-end chain stores in Japan, which is a major coup.

“While all our products will go offshore, we’re using local farmers, local R&D, and local manufacturers, packaging, and domestic logistics companies – so the benefits to the New Zealand economy are considerable.”

The story of the kabocha being grown and produced in New Zealand is an integral part of the branding. “New Zealand growers already have very high credibility among consumers, so we emphasize the product’s origin story in our marketing,” says Newman.

“The market feedback already has been extremely positive, from product concept, to taste, to brand.”

Kabochamilk is positioned as an everyday 'milk alternative' product that can be consumed at any time of day as a simple, tasty way of introducing healthy nutrients into the diet.

MPI’s investment programs director Steve Penno says Kabocha Milk Co provides valuable employment opportunities in New Zealand's food sector. “These opportunities will only continue to grow as the company expands. This product promotes a positive story about New Zealand grown products, which is invaluable for our reputation,” he explains.

“It’s also an innovative way to extract greater yield and value for our growers from surplus produce. Currently, 10 to 15 percent of kabocha grown in New Zealand is used for stock food.”

Edited by Gaynor Selby