Fonterra has snared rugby hero Richie McCaw as a brand ambassador, who will support the dairy cooperative's community programmes including Milk in Schools as part of a partnership agreement through to the end of 2015.
“Coming from a rural background, I can appreciate Fonterra’s co-op spirit, and the way they’re getting in behind the community with programmes like Milk for Schools, and other good ideas in the pipeline," McCaw said.
Fonterra chief executive Theo Spierings said the rugby legend’s shared values and ambitions for New Zealand made him a natural fit with Fonterra.
“Richie shares our rural values of hard work and honest contribution," he said.
“Fonterra is the envy of the dairy world and we want to build that image at home as well. It’s important that we stay connected to our grass roots and make a difference here, as well as globally."
He said Fonterra still had a way to go in building stronger connections with communities in New Zealand and McCaw would help tell the brand's story and connect with everyday Kiwis.