Rapid expansion into international export markets has led Jersey Dairy to strengthen its marketing team with the appointment of a university graduate who has studied overseas economies.
Jersey-born Chantelle Liron (21) has been appointed to the new role of Marketing Assistant, having returned to the Island this summer after gaining a First Class (Honours) Degree in Business with Geography at the University of Chester.
‘I wanted to work for a consumer goods company,’ she said. ‘It has worked out perfectly, combining Jersey, which I love, with a food brand that is interesting to market.’
With long-life (UHT) Jersey milk, ice cream, butter and other products now being exported to the UK, Europe and the Far East, Chantelle will be helping to create further awareness of the brand overseas. She is currently assisting in the production of a video that will be used to introduce Chinese consumers to the Island.
The former Hautlieu student studied emerging markets as part of her geography A-level and researched China and India within the marketing modules on her degree course. One of her study projects was to launch a hypothetical luxury car in China and she sees analogies between this and Jersey milk, which is also marketed as a premium product.
‘We are delighted that Chantelle has joined our team,’ said Head of Marketing Bob Jones. ‘Her recent academic studies make her perfectly placed to help us face the exciting challenges of selling Jersey Dairy products both home and abroad.’
Chantelle’s role at the Dairy will involve her in many promotional activities, from taste testing to researching different markets and cultures. She is currently redeveloping the website (www.jerseydairy.je), developing strategies to increase local milk consumption and has been meeting some of the Island’s top chefs to promote their use of local dairy products.
She is also planning to make effective use of such social media sites as Facebook and Twitter. ‘These are useful tools for interacting with the public, releasing news and sharing some behind-the-scene photos of what goes on at Jersey Dairy.’
While the Dairy is becoming an international brand, its home market is, she stressed, equally important. She will be encouraging Islanders – especially families – to make the link between buying Jersey Dairy products and helping to conserve the Island’s countryside.
The daughter of Nichola and Mark Liron, Chantelle has an 18-year-old sister, Helen, and lives with her family at Maufant. Two of her hobbies include cooking and photography – skills that she hopes that will come in useful in her new role.