As Geno celebrates its 90th anniversary, the Norwegian farmer-owned cooperative reaches a significant global milestone with the introduction of Norwegian Red Cow Fresh Milk (挪威红牛鲜牛奶) in China, Asia’s largest and fastest-growing market for premium dairy products.
Developed through a strategic partnership with New Hope Dairy (新希望乳业), one of China’s leading dairy companies, this fresh milk is produced exclusively from Norwegian Red crossbred cows, prized for their high-quality milk, flavor, robust health, and longevity. Delivered via cold chain with a minimum of seven-day shelf life, the product is now available in select supermarkets and on major e-commerce platforms throughout China.
A Milestone for Innovation and Collaboration
The product debuted on April 29, with an official unveiling held on May 15 at the Royal Norwegian Embassy in Beijing during Norwegian Constitution Day celebrations. The event spotlighted the growing collaboration between Norway and China, while emphasizing the scientific innovation and responsible farming practices behind Norwegian Red genetics.
On June 10, New Hope held their annual shareholder meeting in China. The meeting was attended by Håvard Tajet, Geno’s Chief Technology and Innovation Officer. New Hope showcased the company’s strong growth and dedication to delivering healthier, higher-quality dairy products that meet changing consumer preferences. A key highlight was the formal signing of a partnership agreement between New Hope Dairy and Geno, through which Geno will provide expertise to optimize genetics and feeding strategies to improve herd performance and milk yield and quality in the Chinese market.
Support for this initiative has also come from Innovation Norway, which has played a pivotal role in assisting Geno’s market entry. Their guidance has been instrumental in navigating regulatory requirements, identifying local partners, and promoting sustainable Norwegian agricultural solutions in China.
Driving Genetic Excellence for Stronger Dairy Herds and Global Growth
"Norwegian Red genetics deliver measurable results—improved fertility, udder health, feed efficiency, longevity, and ultimately, greater profitability for dairy farmers." - Håvard Tajet
The partnership underscores how combining genetics and science can create meaningful value for both farmers and consumers. With the strong support of forward-thinking Norwegian dairy farmers, Geno remains committed to driving continuous genetic progress to meet the evolving needs of the global dairy industry.
“We are proud to see Norwegian Red cows making a positive impact in China’s market,” added Håvard. “We look forward to deepening our collaboration with New Hope Dairy on breeding and herd development.”
A Long-Term Vision for Premium Dairy in China
“This marks a key milestone for the Norwegian Red portfolio worldwide,” said Ton van de Goor, Vice President of International Sales at Geno.
“Entering a dynamic and fast-growing market like China reflects our commitment to helping partners such as New Hope Dairy meet the increasing demand for premium, health-focused dairy products that pair superior genetics with consistent quality and performance.” - Ton van de Goor
The partnership represents a strategic advance for both companies. New Hope Dairy is broadening its presence in the health-conscious premium segment, responding to consumer priorities around nutrition, animal welfare, and responsible production. At the same time, it highlights Geno’s expertise in breeding and the growing global interest in Norwegian Red genetics, especially for crossbreeding programs that improve herd health, fertility, and efficiency.
Looking ahead, the collaboration will extend to new product offerings, including yogurt made with Norwegian Red milk. These developments enable New Hope to strengthen its premium product line with high-quality, health-oriented options, while Geno views the partnership as a clear result of its long-term investment in genetic innovation and international cooperation.
