Fann Yuen joins Dairy Farm Group as director of corporate brands

At Dairy Farm Group, Yuen (pictured) will report to Suzanne Wong, group brand director, and will be responsible for the branding strategies behind the group's key food and non-food brands,  including No Frills, First Choice, Yu Ping King, and Japanese-styled brand Momoko.

Yuen comes to the new job with 15 years of marketing industry experience with other international FMCG brands like Nestlé, and New Zealand diary brands Fonterra and Yeo’s. Yuen said that one of the big challenges of her new role would be to re-address consumers’ misperceptions about corporate brands.

“Hong Kong consumers have a misunderstanding or general perception that corporate brands have a lower quality, but in actual fact all our new self-invented products taste just as good (and have the same or better) quality as other national brands, as they will only be launched in the market after going through sufficient quality control benchmarks."

Yuen said that this is the reason why she has been recruited, so as to build the brand image,  especially when it comes to consumer trust.

“We need to boost the reputation of (our) corporate projects, (and show they) have the same quality at a more competitive price," she said. "We even have a refund and satisfaction guarantee if consumers are not satisfied with the product, it is just that we have not been blowing the trumpet about it,” Yuen added.