Greenfields is an Indonesian dairy brand and food company primarily recognized for its fresh milk, UHT milk, yogurt, cheese, and whipping cream. Operated by PT Greenfields Indonesia, the business is vertically integrated, managing a supply chain that spans from dairy farming and milking to processing and distribution. This model allows the company to control raw material quality rather than relying heavily on externally sourced milk. 1

Establishment and Early Years

Greenfields was established on 14 March 1997 as PT Greenfields Indonesia by Australian and Indonesian entrepreneurs with agribusiness backgrounds. The company began operations by developing a dairy farm in Babadan, East Java, and importing high-quality dairy cattle from Australia.

Initially focused on producing fresh milk from its own farms, the company commenced construction of a milk-processing facility in April 1999. The facility became operational in June 2000, the same year Greenfields was formally introduced as a consumer milk brand in Indonesia. 2

Regional Expansion

Following its domestic establishment, Greenfields expanded into international markets. The brand entered Singapore in 2003 and extended its distribution network to Hong Kong in 2007. Subsequent expansion included markets in Malaysia, Brunei, and the Philippines.

Major Milestones

• 1997: PT Greenfields Indonesia established; first dairy farm developed in Babadan, East Java.
• 2000: Commercial launch of Greenfields milk in Indonesia.
• 2003: Market entry into Singapore.
• 2007: Market entry into Hong Kong.
• 2014: Expansion of the Gunung Kawi/Malang dairy operation and adoption of tunnel-ventilation technology.
• 2017: Relocation of milk-processing operations to a larger facility in Palaan, designed for an initial capacity of 320 tonnes of fresh milk per day, with potential expansion to 450 tonnes per day.
• 2018: Opening of a second dairy farm in Wlingi, Blitar. Covering approximately 172 hectares, it was designed for roughly 4,000 lactating cows and featured technologies such as a rotary milking parlour, tunnel barns, and biogas-based electricity generation.
• 2021: Increased use of solar power and energy-efficiency technologies at the Palaan processing facility.
• 2022: Reported annual fresh milk production capacity of up to 97,000 tonnes from integrated farms in Gunung Kawi and Wlingi.

A defining characteristic of Greenfields is its integrated dairy model. Rather than operating solely as a packaged-milk entity, the company manages the entire value chain:

Dairy Farms → Cow Nutrition & Care → Milking → Milk Processing → Product Manufacturing → Distribution

This vertical integration provides greater control over raw materials. Greenfields states that its products are manufactured using fresh milk produced at its own farms, allowing for quality management from the farming stage through to processing. The company describes its facilities as being designed to maintain high standards of hygiene, food safety, and consistency.

Greenfields’ principal dairy operations are located in East Java, specifically around Mount Kawi in Malang Regency and Wlingi in Blitar Regency. The farms primarily raise Holstein and Jersey cattle, including breeds originally imported from Australia. According to the company, the cattle are fed carefully formulated diets consisting of corn, grains, alfalfa, and grass.

Animal welfare is emphasized as part of the production philosophy, based on the belief that healthy, well-cared-for cows yield higher quality milk. The Wlingi farm, opened in 2018, incorporates a rotary milking system, tunnel barns, and biogas technology. This biogas system processes agricultural waste into energy, linking waste management with the farm’s energy requirements.

The company operates a major milk-processing facility at Palaan, Malang Regency. Developed as a modern processing hub, the facility was initially designed to handle approximately 320 tonnes of fresh milk per day, with expansion capabilities up to 450 tonnes per day. 3

Manufacturing technologies associated with Industry 4.0 have been incorporated, including Industrial Internet of Things (IIoT) systems and Manufacturing Execution Systems (MES). The production portfolio includes both refrigerated items, such as fresh milk and yogurt, and shelf-stable products like UHT milk.

Greenfields’ consumer portfolio is categorized into five main segments:

Fresh Milk

Fresh Milk is a flagship category for the brand, marketed as being made from 100% fresh milk from Greenfields farms. The range has included various types such as:

• Full-cream/fresh milk
• Low-fat milk
• Skimmed milk
• Jersey milk
• Strawberry milk
• Chocolate/chocomalt variants
• Coffee-based flavored variants

4

UHT Milk

Greenfields produces UHT (Ultra High Temperature) milk, which offers a longer shelf life compared to refrigerated fresh milk. This format facilitates wider distribution without the continuous cold-chain requirements necessary for fresh milk.

Yogurt

The yogurt portfolio includes drinks, pouches, and cups. These products are positioned around attributes of freshness, taste, and everyday consumption. 5

Cheese

The company manufactures fresh cheese using its own fresh milk. Described as having a soft and creamy texture, this product is positioned for cooking and culinary applications.

Whipping Cream

Greenfields also produces whipping cream, noted for its relatively mild taste, soft texture, and ability to whip and expand.

Greenfields’ central brand proposition focuses on freshness, quality, and control of the milk-production process. Unlike many dairy brands that emphasize packaging or formulation, Greenfields highlights the origin of its milk, connecting the consumer product directly to its own cows, farms, and processing facilities.

The company describes its products as being made from fresh milk from its own farms, emphasizing hygiene and food safety throughout production. 6 This creates a straightforward brand narrative:

Own the cows → produce the milk → process the milk → sell the finished dairy product.

This vertically integrated model serves as a key point of differentiation for the brand.

While Greenfields is an Indonesian-origin brand, it maintains a significant regional presence. After establishing itself domestically, the company began exporting, entering Singapore in 2003 and Hong Kong in 2007. Its products are currently distributed in markets including Singapore, Malaysia, Hong Kong, Brunei, and the Philippines. Consequently, Greenfields operates as both a domestic Indonesian dairy brand and a broader Southeast Asian dairy business.

Greenfields has historically been associated with Japfa, a major Asian agrifood group. In December 2020, Japfa announced an agreement whereby TPG and Northstar Group would collectively acquire an 80% interest in its Southeast Asian branded dairy business, while Japfa retained a 20% stake. The transaction was completed in 2021.

This change shifted Greenfields from being essentially a Japfa-controlled entity to one backed by TPG and Northstar, with Japfa holding a minority interest. Reports indicate that TPG and Northstar remain the majority owners, while Japfa retains its connection to the business.

Sustainability initiatives have become increasingly visible in Greenfields’ operations. Investments include:

• Solar power installations at the Palaan processing plant.
• Energy-efficient compressors.
• LED lighting.
• Utilization of natural daylight in production and office areas.
• Biogas generation from livestock waste at the Wlingi farm.

In 2021, the company reported that its Palaan facility had become one of East Java’s largest solar-powered factory installations. The biogas system at the Wlingi farm is notable for integrating livestock-waste management with energy generation, reducing the reliance on treating manure solely as waste.

In Indonesia, Greenfields is primarily associated with the premium/fresh milk segment. It competes with both domestic and multinational dairy companies, distinguished by its large-scale local dairy farms and integrated production system. The brand positions itself as a locally produced Indonesian product with international standards, explicitly highlighting its manufacturing base in Indonesia and its exports to various Asian markets. 7

Greenfields holds significance in the regional dairy industry due to several factors:

1. Large-scale domestic dairy production: Operation of substantial dairy farms in East Java.
2. Vertical integration: Close integration of farming, milk production, and processing.
3. Strong fresh-milk identity: Fresh milk remains central to the brand’s core identity.
4. Regional exports: Established markets outside Indonesia, including Singapore.
5. Modern dairy technology: Use of rotary milking, tunnel barns, Industry 4.0 systems, solar power, and biogas.
6. Broad product portfolio: Expansion beyond milk into yogurt, cheese, and cream. 8

In summary, Greenfields is an Indonesian dairy company that built its brand around controlling the entire journey of milk—from its own cows in East Java to the finished product on supermarket shelves. This distinguishes it from conventional packaged-food brands, as its identity encompasses roles as a dairy farmer, milk processor, food manufacturer, and consumer brand. Today, the Greenfields name covers fresh milk, UHT milk, yogurt, cheese, and whipping cream, with Indonesia as its core market and a growing presence across Southeast Asia.

1. Tentang Greenfields: Komitmen Memberikan Susu Segar Kualitas Terbaik
2. Peternakan sapi perah milik Greenfields, yang
3. Siapa Pemilik Greenfields Sekarang? Simak Sejarah Perusahaan Ini
4. Greenfields – Ensiklopedia
5. Berita – Komisi IV DPR RI dan Kementan Tinjau Peternakan Modern Greenfields untuk Perkuat Produksi Susu Nasional
6. Greenfields Susu Murni Segar No. 1 Pilihan Keluarga (EN
7. TPG & Northstar Investasi ke Sektor Pangan, Akuisisi Usaha Susu Japfa – Korporasi Katadata.co.id
8. Japfa to sell 80% of Greenfields Dairy Singapore for US$236m to TPG, Northstar – The Business Times