By Garland Pollard
The news that yet another regional dairy brand is disappearing has us sad. It appears that in Fort Collins, Colorado, the Poudre Valley Creamery dairy brands will no longer be on the shelves, according to reporter Pat Ferrier of the Fort Collins Coloradoan.
Meadow Gold Dairy’s parent company bought the brand in 2000, but has discontinued it because of low demand, said John Guerin, general manager of Meadow Gold dairy in Greeley.
At right, a historic bottle from Welton’s Milk Bottles, a great site on the history of dairy bottles in the west.
Guerin told the Coloradoan that with an influx of residents new to the area, demand for the local label has steadily declined. “People moving in from the outside are not familiar with the brand,” said Guerin, who fondly remembered the McCluskey brothers, who ran the business for decades. “If we get the support for a brand, we will provide it. But if there’s no support, it’s hard to maintain the inventory and distribution.”
We have a different answer. The dairy should look to ways to keep the brand alive. There is interest in the brand, but it needs to be marketed like an elite brand, and not a commodity. Some ideas:
- Sell the brand to a regional grocer. Read our post called Food City Brings Back Kern’s, which is a story we wrote on a regional grocery chain that purchased the rights to a local brand so it could turn it into a store brand.
- Produce special cheeses and milk products at holiday times. This will keep the trademark alive, and give the brand some equity, and associate the brand with high-dollar items. And it will also tap into regional nostalgia and goodwill. Read our post on Sealtest to see how a great brand can come back.
- Realize that most dairy products are commodity purchases anyway, and things won’t sell more just because you killed off the brand.
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