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Catch Group Swoops In Amid Baby Formula Crisis

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By Published On: October 31, 20180 Comments

Catch Group has announced a new partnership with the a2 Milk Company, in a bid to make baby formula more accessible to Australian consumers.

The online marketplace revealed its plans to bring a2 Platinum® Infant Formula to customers via a tailored end-to-end e-commerce solution on Wednesday morning, after signing a new deal with The a2 Milk Company.
As part of the partnership, Catch will reportedly manage the website,, e-commerce, logistics, postage, reporting and finance tools, all on behalf of the milk company.
“At Catch, we understand what it takes to be successful online and how to manage the customer journey online as well as throughout the fulfilment process,” said Nati Harpaz, the CEO of Catch Group.
“It’s exciting to partner with iconic companies like The a2 Milk Company™ to help them improve customer experiences online.”
According to Catch, it will use its supply chain and online channels to complement in-store sales of The a2 Milk Company’s infant formula, striving to ensure there is always a supply of the in-demand product, even when physical stores sell out of stock.
“Our 4PL relationship with a2 will allow us to leverage our existing infrastructure and warehouse facility to build a new services arm to our business. Many FMCG suppliers require expertise and assistance with their direct to consumer channel and this is where we can step up and help,” Harpaz said.
Supply levels of baby formula have been a much talked about topic over the past few years as supermarkets struggle to keep their shelves stocked with the essential product as consumers buy the product in bulk and then re-sell it into the Asian market. Despite placing limits on the amount of baby formula individual customers can purchase, this issue has remained unresolved.
Peter Nathan, CEO Asia-Pacific of The a2 Milk Company believes its partnership with Catch will be a great solution to this problem.
“With their industry-leading technology and know how, Catch group has helped The a2 Milk Company™ to provide a great solution to Australian parents who often cannot find a2 Platinum formula on supermarket shelves due to high demand. They can now order through our online store and get it delivered to their doorstep within 1-3 business days,” he said.
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