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At 24 yuan (US$3.50) for a small, 250-millilitre carton, Feifan -- meaning “uncommonly good” -- costs several times as much as cow’s milk. “It’s very natural, green, pure and high-quality. That’s our big selling point -- we aim at the high-end market,” said Ding Pengcheng of the Treasure of the Plateau Yak Milk Company.