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Just four months ago, New Zealand dairy giant Fonterra was doing damage control in China during a massive recall sparked by a false alarm over botulism contamination.

Fast forward to now. Fonterra, the world’s biggest dairy exporter, launched its Anchor brand in China at a flashy media event where a celebrity touted the brand as a safe, 100% imported alternative to local milk. The recall was never mentioned.

It’s a quick comeback attempt, but Fonterra is betting that despite the scare, Chinese consumers still trust New Zealand milk over local dairy products. That’s because dairy safety anxiety runs high in China after a deadly 2008 scandal over tainted baby formula killed at least six children and sickened tens of thousands.

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