Proof, for buyers who will never visit the factory
01 — The brief
Sell a factory nobody can walk through
NZ Pure Dairy manufactures infant formula in Rosedale on Auckland's North Shore and exports it to China, South Korea, Vietnam and Taiwan. Almost every person who matters to the business reads the website from another country.
That changes what a website is for. It is not a shop. It is the evidence a distributor takes to a buying meeting, the credential list a regulator expects to find, and the reassurance a parent looks for when they turn a can around and want to know who made it.
The brief was to make a small, privately owned manufacturer read as seriously as the multinationals it sits beside on the shelf, in a structure the team could keep current themselves as approvals, brands and markets were added.
Credentials on the page, not in a PDF GMP, HACCP, the MPI risk management programme, CNCA registration, CFDA product registration and CCIC accreditation are laid out as page content, so they are readable, translatable and indexable rather than buried in a download.
By the numbers
A manufacturer with a paper trail
Feature
The bespoke part of this build is traceability. Every product code and batch number has its own page, so a can in a shop in Seoul or Shanghai leads back to the record for that exact production run: product name, manufacturer, origin, net weight, shelf life, manufacture date and expiry date.
- Product pages keyed to the code printed on the can
- Batch pages with manufacture and expiry dates for that run
- QR data held against the batch, so a scan lands on the record
- Records added by the client, no developer in the loop
- Readable on a phone, in a shop, on the other side of the world
One manufacturer, many brands
A parent site that feeds the brand sites
Purelac and IAMNZ are the flagship brands, with Smileygrowth and Karuna alongside them, and formulations that differ by market.
The manufacturer site sits above all of them. It carries the credentials, the history and the traceability, then hands visitors to the right brand site or the right market. Distributor and supply enquiries are captured centrally, which is what a business chasing partners in new territories actually needs from a website.
Because the brand list and the market list are content rather than code, a new brand or a new country is an afternoon's work for the client, not a development job.
02 — The process
How we got there
- 01
Working out who is actually reading
Three audiences, none of them local: distributors looking for a partner, regulators and buyers checking credentials, and parents checking a can. The structure was built around those three, not around an org chart.
- 02
Turning the company story into evidence
The founding by Len Light, the EasiYo history, the purpose-built canning line and the year-by-year timeline of approvals and market entries, written as proof rather than as an about page.
- 03
Designing for translation and low bandwidth
Short blocks, plain language, clear hierarchy and a language switcher in the header, so the site survives being read in a second language, on a phone, in a market where the brand is unfamiliar.
- 04
Building the batch and product module
A custom traceability structure on Oncord: products by code, batches under them, QR data on each record, all maintained by the client from the admin.
- 05
Enquiry paths that route themselves
Separate forms for distributor applications, dairy supply offers and employment, so the enquiries arrive sorted rather than as one inbox to untangle.
Brands and markets on one page Which brand sells where, and where there is room for a new partner. The Vietnamese opportunity for IAMNZ is stated on the page, so the site does the first half of the sales conversation.
03 — The outcome
A credible front door for an export business
A site that answers the three questions every new market asks: who made it, to what standard, and can you prove this can.
Distributor and supply enquiries arrive already sorted, credentials sit where regulators and buyers look for them, and traceability runs from the printed code straight to a page anyone can read.
The client adds brands, markets, products and batches without coming back to us, which is the point: an export business changes faster than a website release cycle.
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Design, build, content and search, handled by one Auckland team.
