The ingredients business of the New Zealand Dairy Board (considered in detail last month) is relying on increasing the value added to basic products and getting closer to users in core application areas. The strategy of New Zealand Milk (the new and separate consumer products SBU) is being founded on exploiting health and wellbeing, attributes, which research has identified as being closely linked with dairy products and New Zealand dairy products in particular (to Middle Eastern customers for example the vision of New Zealand pastures, streams and mountains is probably as close as it is possible to get on Earth to visions of paradise as described in the Koran).