A Chinese entrepreneur plans to export milk from his newly acquired Van Dieman’s Land Co in Tasmamia, the largest farm in Australia, hoping that Chinese consumers will pay up to 15 times what Australians pay for their litre of milk according to a Reuters report.

Lu Xianfeng paid a top price of A$280m (€196m) for the 17,000ha property after making his money from a textile company that manufactures sun shades.

Lu’s company announced plans to airfreight 50,000 litres of fresh milk per week from Tasmania to Ningbo, the second largest city in Zhejiang province.

This will come at a price for middle class Chinese consumers, who will have to be convinced that the milk from the windswept Tasmania is much superior to the local product, given that there is still a memory of the 2008 melamine scandal. He will have to use all his marketing skills to convince his new customers to pay up to A$15 (€10.5) for a litre of milk than can be purchased back in a supermarket in Australia for $1 (€0.7).

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