Marketing and Branding for Small Dairy Processors in the Northeast

Marketing and Branding for Small Dairy

Processors in the Northeast U.S.

Project Final Report

June 29, 2022

 
Table of Contents 
 
Introduction .......................................................................................................................... 1 
The Research ......................................................................................................................... 1 
Dairy Processors .............................................................................................................................1 
Search, review, and evaluation .............................................................................................................................. 1 
Survey ..................................................................................................................................................................... 5 
Interviews ............................................................................................................................................................. 14 
Consumers ................................................................................................................................... 14 
Survey ................................................................................................................................................................... 14 
Analysis, Conclusions and Recommendations ....................................................................... 25 
Analysis ........................................................................................................................................ 25 
Conclusions .................................................................................................................................. 25 
Authenticity sells .................................................................................................................................................. 25 
There are three different types of brand stories NE dairies tell .......................................................................... 26 
Recommendations ........................................................................................................................ 28 
Action and Work Product: Case Studies and a Marketing/Branding Toolkit .................................... 29 
12 Case Studies .................................................................................................................................................... 29 
Marketing and Branding Toolkit .......................................................................................................................... 31 
Appendix ............................................................................................................................. 33 
Case Studies ................................................................................................................................. 33 
Marketing and Branding Toolkit .................................................................................................... 80

 
 
 
 
 
 
Tables 
 
 
Table 1: Processor survey: size of respondent company staff....................................................................................... 6 
Table 2: Processor survey: dedicated marketing personnel in respondent company .................................................. 6 
Table 3: Processor survey: generational ownership of respondent company .............................................................. 7 
Table 4: Processor survey: items produced by respondent company ........................................................................... 7 
Table 5: Processor survey: correlation table of marketing/branding element assessments of respondent companies
 ........................................................................................................................................................................................ 8 
Table 6: Processor survey: concepts intentionally advanced in marketing/branding by respondent companies ........ 9 
Table 7: Processor survey: description of company logo by respondent companies ................................................. 10 
Table 8: Processor survey: sales channels used by respondent companies ................................................................ 11 
Table 9: Processor survey: promotion channels used by respondent companies ...................................................... 12 
Table 10: Processor survey: agritourism activities used by respondent companies ................................................... 13 
Table 11: Processor survey: delineation of when professionals are used by respondent companies for branding 
activities ....................................................................................................................................................................... 13 
Table 12: Consumer survey: consumer report on frequency of dairy product usage ................................................. 15 
Table 13: Consumer survey: consumer report of dairy purchasing responsibility in household ................................ 15 
Table 14: Consumer survey: consumer priorities when shopping for dairy products ................................................ 18 
Table 15: Consumer survey: comparison of consumer purchasing priorities with dairy processor marketing 
priorities ....................................................................................................................................................................... 19 
Table 16: Consumer survey: consumer expectation of packaging imagery ................................................................ 19 
Table 17: Consumer survey: Importance of branding elements when purchasing dairy products, by age category 
(mean scores) ............................................................................................................................................................... 22 
Table 18: Consumer survey: importance of branding elements when purchasing dairy products (importance 
categories), by age category ........................................................................................................................................ 23 
Table 19: Consumer survey: report of where they typically buy dairy products, by age category ............................. 24 
Table 20: summary of three emergent brand stories told by northeast dairy processors ......................................... 27 
Table 21: listing of case studies.................................................................................................................................... 31 
 
 
 
Figures 
 
 
Figure 1: Consumer survey: age breakdown of sample used for analysis (n=750) ..................................................... 15 
Figure 2: Consumer survey: consumer report on level of discernment when purchasing dairy products ................. 16 
Figure 3: Consumer survey: consumer report on where they typically purchase dairy products .............................. 17 
Figure 4: Consumer survey: consumer rating of importance of buying from local dairy when purchasing from select 
retail venues ................................................................................................................................................................. 20 
Figure 5: Consumer survey: consumer rating of importance of the producer’s brand story when purchasing from 
select retail venues ...................................................................................................................................................... 21 
Figure 6: The brand life cycle in marketplaces............................................................................................................. 29 
Figure 7: Brand lifecycle in marketplace ...................................................................................................................... 31 
 

Introduction

Visitors to the northeast U.S. know that the landscape is punctuated by dairy producers that offer something for all

fans; the foodie on an artisanal cheese safari to the family that visits the same ice cream stand every summer for

generations. While the northeast draws tourists from all over to its famous countryside, the region’s dairy

producers must work hard to grow and popularize their brands while focusing on the demands of their craft.

Smaller dairy processors perhaps have the greatest challenges when it comes to building a brand as they typically

lack a dedicated marketing professional or team. At most small dairy processors, the owner/proprietor is likely also

the head of marketing, or possibly a staff member can devote part of the week to posting photos to Facebook and

Instagram and respond to customer posts. There’s little time to learn about different marketing and branding

approaches, much less execute them consistently.

As part of a larger effort sponsored by the Northeast Dairy Business Innovation Center (NE-DBIC) and the Vermont

Agency of Agriculture Food and Markets (VAAFM), The Good People Research Company was contracted to study

the marketing and branding of dairy producers and consumers in the northeast to learn how best to assist small

dairy producers in their efforts to brand their companies successfully. The study commenced on July 1, 2021, and

culminated in the following deliverables in June 2022:

1. 12 case studies illustrating branding strategies that successfully align with the business goals of select

northeast dairy producers.

2. A processor-focused marketing and branding toolkit.

3. A final report and presentation describing the study’s activities and results.

The Research

The research conducted for this project proceeded across two overlapping phases: 1) an examination of dairies

and how they marketed and branded themselves in different ways; and 2) a survey of consumers to learn how

different consumers might purchase dairy products and perceive various aspect of how dairy producers brand

themselves and their products.

Dairy Processors

Search, review, and evaluation

To produce the 12 case studies for the project, we curated a list of 135 dairy processors located in the 10 states of

the northeast U.S. whose presence was detectable through an ordinary online consumer search of retail stores and

search engines with a focus on the region; our staff assumed the role of consumers searching for dairy products

produced in the northeast or attainable in the northeast from local retail locations, whether they be a grocery

store, famers market, online store, or farm store.

The following companies were the ones we initially gathered, examined, and evaluate:

• A.B. Munroe Dairy

• Animal Farm

• Arethusa Farm

• Arruda's Dairy

• Art Cream

• Backroad Creamery

• Balfour Farm

• Barn First Creamery

• Barts Ice cream

• batch ice cream

• Battenkill Valley Creamery

• Beckon Ice Cream

• Ben & Jerry's Ice Cream

• Berway Farm Creamery

• Birchrun Hills Farm

• Blue Ledge Farm

• Boice Bros. Dairy

• Boston Post Dairy

• Brighams Ice Cream®

• Brovetto's Dairy Farm

• Brunton Dairy

• Butterworks Farm

• Byrne Dairy

• Cabot Cheese

• Canty Cow Creamery

• Caputo Brothers Creamery

• Casco Bay Creamery family dairy farms

• Cato Corner Farm

• Coach Farm

• Cobb Hill Cheese

• Cochran Farm 1790

• Cold Fusion Gelato

• conebellafarm.com

• Consider Bardwell Farm

• Copper Tail Farm

• Cowbella

• Cream O Land

• Crescent Ridge Dairy

• Cricket Creek Farm

• Crooked Face Creamery

• Cumberland Dairy

• EcoMeal Organic

• Eden Valley Creamery

• Elmhurst Dairy Farms, LLC

• Farmland Fresh Dairies

• Five Acre Farms

• Fuzzy Udder Creamery

• Galliker's Dairy

• Gelato Fiasco

• Gifford's Ice Cream

• Goot Essa Cheese

• Grafton Village Cheese

• Great Hill Dairy

• Green Mountain Creamery

• Guida's Dairy

• Hatchland Farm

• Highlawn Farm - Milk & Cream

• Hillandale

• Highland Farm

• Homestead Creamery

• HP Hood

• Houlton Farms Dairy

• Ronnybrook Farm

• Ithaca Milk

• Jasper Hill Farm

• Kate's Homemade Butter

• Kingdom Creamery of Vermont

• Lewes Dairy

• Lively Run Dairy

• M.A.D. Foods

• Mad Minis

• Manning Hill Farm

• Maple Hill Creamery

• Maple Valley Creamery

• Maplebrook Farm

• Marburger Dairy

• McCadam Cheese

• McNamara Dairy

• Midland Farms

• Millborne Farm

• Molly Brook Farm

• Monument Farms Vermont Dairy

• Mountain Dairy

• Mountainside Farms

• Narragansett Creamery

• Nellie’s Free Range

• Nettle Meadow Farm and Artisan Cheese

• Oak Knoll Dairy

• Oak Tree Dairy

• Oakhurst Dairy

• Old Chatham Creamery - Our Story

• Ovinshire Farm - Home

• Patches Family Creamery

• Perry's Ice Cream

• Pineland Farms Dairy

• Pittsford Farms Dairy & Bakery

• Pleasant Lane Farms

• RG Cheesemakers

• Ritchey's Dairy

• Rosenbergers Home

• Schneiders Supreme Dairy

• Seal Cove Farm Maine Goat Cheese

• Seven Stars Farm - Home

• Shaw Farm

• Slate Milk

• Smiling Hill Farm Products

• SoCo Creamery

• Sommer Maid Creamery

• Spring Brook Farm Cheese

• St. Albans

• Stoltzfus Family Dairy

• Stonyfield Organic Yogurt

• Strafford Organic Creamery

• Sunflower Farm Creamery

• Sunrise Family Farms

• Sunrise Farms

• Swallowtail Farm and Creamery

• Sweet Scoops

• The Farmers Cow

• The Grey Barn

• The Milkhouse - Dairy

• Thistle Hill Farm

• Trempherbe Cheeses

• Trickling Springs Organic

• Turner Dairy Farms

• Turning Page Farm

• Upstate Farms

• Vale Wood Farms

• Van Leeuwen Ice Cream

• Vermont Creamery

• Vermont Farmstead Cheese

• Von Trapp Farmstead

• Walpole Creamery

• Westfield Farm

• Yancey's Fancy

We distilled the list of companies down to 50, using a coding system that evaluated the processor on three levels:

1. Size – we used the apparent geographic reach as well as information from the processors’ web sites as a

proxy for size.

2. Effectiveness of branding and presentation – we reviewed the company’s presentation for clarity and

consistency, as well how compelling the storytelling was.

3. The company’s apparent positioning (i.e., aspiration for their brand) – we evaluated whether the

company appeared to be attempting to be a specialty product made in small batches, a supplier of staple

products to a local audience, or a brand recognized and positioned to grow well beyond the region.

The 50:

• A.B. Munroe Dairy

• Arethusa Farm

• Batch Ice Cream

• Beckon Ice Cream

• Ben & Jerry's Ice Cream

• Blue Ledge Farm

• Cabot Cheese

• Casco Bay Creamery

• Cold Fusion Gelato

• Consider Bardwell Farm

• Crescent Ridge Dairy

• Crooked Face Creamery

• Farmland Fresh Dairies

• Five Acre Farms

• Byrne Dairy

• Galliker's Dairy

• Gelato Fiasco

• Gifford's Ice Cream

• Grafton Village Cheese

• Green Mountain Creamery

• Guida's Dairy

• Highlawn Farm

• HP Hood

• Ithaca Milk

• Jasper Hill Farm

• Mad Minis

• Maple Hill Creamery

• Marburger Dairy

• McCadam Cheese

• Nellie’s Free Range

• Oakhurst Dairy

• Perry's Ice Cream

• Ritchey's Dairy

• Ronnybrook Farm

• Schneiders Supreme Dairy

• Shaw Farm

• Slate Milk

• Smiling Hill Farm Products

• Stonyfield Organic Yogurt

• Sunflower Farm Creamery

• Sunrise Family Farms

• Sweet Scoops

• The Farmers Cow

• Trickling Springs Organic

• Turner Dairy Farms

• Upstate Farms

• Van Leeuwen Ice Cream

• Vermont Creamery

• Yancey's Fancy

Survey

We then surveyed these 50 companies to learn more about them and their approach to marketing and branding

and 23 companies responded. In addition to the 50 companies, we had on our list, we opened the survey to

companies who responded to an invitation posted in NE-DBIC’s newsletter.

The 23 respondents:

• Arethusa Farm Dairy

• Bearded Ladies Goat Farm

• Blue Ledge Farm

• Cabot Creamery Co-operative

• Consider Bardwell Farm

• Crescent Ridge Dairy

• Crooked Mile Cheese

• Galliker's

• Gelato Fiasco

• Guida's Dairy

• Marburger Farm Dairy

• Monument Farms, Inc.

• Oake Knoll

• Ronnybrook Farm Dairy

• Schneider's Dairy

• Shaw farm

• Smiling Hill Farm and Silvery Moon Creamery

• South Mountain Creamery, LLC

• The Farmers Cow

• Turner Dairy Farms

• Upstate Niagara Cooperative, Inc.

• Vale Wood Farms

• Whippoorwill Dairy Farms

The composition of the sample companies that did respond is summarized below:

Table 1: Processor survey: size of respondent company staff

Which of the following best

describes the size of your

dairy processing business?

Micro - just the founders and a few helpers

13%

Small - staff, but fewer than 50

46%

Mid-Sized, staff between 50 - 199

17%

Large, staff 200+

17%

Very Large -- (part of a large corporation or conglomerate)

Table 2: Processor survey: dedicated marketing personnel in respondent company

How many people in your

company are primarily

dedicated (mostly full-time)

to marketing?

21%

33%

25%

More than 5

Table 3: Processor survey: generational ownership of respondent company

Do you consider your dairy

processing business to be a

"family-owned" business?

Yes, 3+ generations

58%

Yes, 1-2 generations

21%

Table 4: Processor survey: items produced by respondent company

Products Made

Milk

67%

Ice Cream

50%

Cheese

38%

Other

38%

Butter

33%

Yogurt

33%

Some interesting findings emerged from the survey that guided our direction when we continued to explore the

nature of marketing and branding across dairy producers:

1. When asked to rate how much effort they put into various aspects of their company’s marketing, they

indicate they had put considerable thought into them.

• On a scale of 1-10, with "1" being "None at all" and "10" being "A significant amount," how would you

rate the level of thought you have put into the logo you've chosen to represent your company?

o Mean = 8.46

• On a scale of 1-10, with "1" being "None at all" and "10" being "A significant amount," how would you

rate the level of thought you have put into the way you tell the story about your company?

o Mean = 8.50

• On a scale of 1-10, with "1" being "None at all" and "10" being "A significant amount," how would you

rate the level of thought you have put into how you promote your company to the public (e.g.,

advertising, social media, events)?

o Mean = 7.79

• On a scale of 1-10, with "1" being "None at all" and "10" being "A significant amount," how would you

rate the level of success you have had with the current way you're marketing your farm/company?

o Mean = 7.33

So, while respondents on average indicated that that put a considerable amount of time into their logo design,

storytelling, and promotion, they felt less strongly that they had success overall with their marketing.

What is even more interesting, however, is that tests indicate no correlation between the thought they put into

their logo design and the level of success they had with marketing, but very high and significant correlation with

the thought they put into the story they tell and into how they promote their company. While we caution that

because of the small sample and the inability to reach a random sample of dairy processors for our survey we

don’t assert that this finding can characterize the beliefs of the universe of northeast dairy processors, we

nevertheless found this development interesting and, possibly, instructive. It might suggest that overall, the actual

logo design is not as connected to marketing success as one might think, at least in the minds of our respondents.

Table 5: Processor survey: correlation table of marketing/branding element assessments of respondent companies

Correlations

Logo

Story

Promote

Success

Pearson Correlation

0.284

.696

.805

Sig. (2-tailed)

0.178

**. Correlation is significant at the 0.01 level (2-tailed).

2. We also found that when it comes to intentionally communicating concepts about the company and its

products, 71% of survey respondents emphasize the quality, purity, and taste of their products, while

67% emphasize how they support the community, and 58% take care of their animals, are small family

farms, and facilitate local farm to table eating.

Table 6: Processor survey: concepts intentionally advanced in marketing/branding by respondent companies

Concepts

intentionally

used in

marketing

Highest quality/pure

71%

Better tasting/delicious

71%

We support the local community

67%

We take good care of our cows/goats/sheep

58%

Small family farm

58%

Local farm to table

58%

Generations of farmers

54%

Freshness

54%

No antibiotics/rBGH/additives

54%

Simple ingredients

50%

Nutritious

50%

We take good care of the land

50%

Our family to your family

46%

Local flavor or character

42%

Trusted neighbor

38%

3. When it comes to words or phrases respondents use to describe their logos, respondents tend toward

the conservative side, with clean, simple, traditional, and old-fashioned leading the list.

Table 7: Processor survey: description of company logo by respondent companies

Character of

Logo

Clean

43%

Simple

39%

Traditional

35%

Old-fashioned

30%

Classy

30%

Fun

26%

Friendly

22%

Realistic

17%

Vintage

17%

Modern

17%

Cartoonish

13%

Artistic

13%

Humorous/funny

Artisan

Natural

Wholesome

Serious

Rustic

Boutique

Healthy

Botanical/floral

4. Survey respondents indicate that as a group they tend primarily to sell direct to stores and restaurants, and

a majority sell through their own farm store and distributors on some level. Selling nationally or even via

home delivery with their own vehicles is far less common within the group.

Table 8: Processor survey: sales channels used by respondent companies

Sales Channels

Direct to local retail stores

88%

Direct to local restaurants/hotels/institutions

79%

A store on our farm

58%

Via distributor to local stores, restaurants, etc.

58%

Via distributor to state-wide stores, restaurants, etc.

58%

Via distributor to regional stores, restaurants, etc.

54%

Direct to retail stores in my state

50%

Ecommerce on our website

42%

Direct to retail stores in the northeast

42%

A store on someone else's farm

29%

Ecommerce through another independently owned web site

21%

Direct at local farmers markets

21%

Our own store in a retail location

21%

Via distributor to national stores, restaurants, etc.

21%

Online at a large retail website (e.g., Amazon)

13%

Home delivery using our own vehicles

13%

Direct to stores nationally

5. Using Facebook and a website is nearly ubiquitous among respondents as a means of promoting their

brands, with 79% reporting they use Instagram. Far fewer indicate that actively use video sites like

YouTube.

Table 9: Processor survey: promotion channels used by respondent companies

Promotion

Channels

Facebook

100%

Website

92%

Instagram

79%

Sponsorship of local organizations

54%

Enter products into food awards competition

54%

Twitter

46%

Ads in online newspapers, magazines, or blogs

42%

Booth at food expose or trade shows

42%

Online ads in search engines

38%

Print ads in newspapers or magazines

38%

Booths at community events/festivals

33%

Online banner ads on other websites

25%

YouTube

17%

Other

17%

Vimeo

6. The primary agritourism involvement respondents report is through their own farm store. 38% report they

offer tours of their processing facility.

Table 10: Processor survey: agritourism activities used by respondent companies

Agritourism

We have a store on a farm

71%

Offer tours of our processing facility

38%

We are part of a "farm/dairy trail" type offering

29%

We have a dedicated tasting opportunity on site

19%

We have lodging for guests (e.g., Bed & Breakfast)

14%

We have guests participate in processing products

7. When it comes to engaging professionals to assist with select marketing and branding tasks, respondents

appear to employ professionals mainly for website and logo design, with a majority indicating they also use

professionals for packaging design. Other tasks, if they engage in them at all, respondents appear to

perform in house. A key consideration in understanding this pattern is that larger companies have the

capacity to have dedicated marketing staff in-house while small companies may get by with less skilled

efforts if they can’t afford either an in-house staff or an outside professional.

Table 11: Processor survey: delineation of when professionals are used by respondent companies for branding activities

Use a professional

We do ourselves

N/A - don't do at all

Website Design

75%

21%

Logo Design

65%

35%

Packaging Design

58%

42%

Website upkeep/maintenance

33%

63%

Search Engine Optimization (SEO)

27%

36%

Social media posts/campaigns

21%

79%

Advertising

17%

75%

Booths at food shows

74%

26%

Booths at farmers markets

43%

57%

Interviews

On the survey, we invited respondents to indicate if they would be open to an interview. Most of the survey

respondents responded positively to the invitation. The following were ultimately available for interviews, and

they were conducted online via the Zoom videoconferencing platform:

• Greg Bernhardt - Owner/operator, Blue Ledge Farm, Salisbury VT

• Russell Glover, Owner, Consider Bardwell Farm, West Pawlet, VT

• Dorothy Grimm – Cheesemaker, Silvery Moon Creamery, Westbrook, ME

• Terri Lawton – Owner, Oake Knoll Farms, Foxborough, MA

• Robert McCarthy, Director of Marketing, Crescent Ridge Dairy, Sharon, MA

• Hannah Sessions – Owner/operator, Blue Ledge Farm, Salisbury VT

• Warren Shaw, Owner/operator, Shaw Farm, Dracut, MA

• Steve Turner – Marketing Director, Turner Dairy Farm, Penn Hills, PA

Across the 23 companies represented by respondents to the survey, we looked for diversity in size, types of

products, and geographic location, as well as differences in the mix of branding efforts (e.g., use of video, detailed

storytelling, timelines, etc.) and narrowed our list to 14 companies, with the goal of completing case studies for 12

of the 14. In a couple of cases, we selected companies to explore that were on our list of 50 but did not respond to

our survey. In these cases, we analyze their branding efforts independent of details they might report about their

marketing operations.

Ultimately, the case studies presented in this report are ones we feel are examples of marketing and branding that

characterize the different approaches found across dairies in the northeast, and that offer a variety of approaches

from which to learn. Within the case studies we point out how the themes we discovered during our review are

played out in different forms across the examples provided.

Consumers

Survey

In June 2022, we surveyed 750

adult consumers (18+) about their dairy buying habits, their perceptions of

everyday dairy brand marketing efforts, and the personal preferences they reference when evaluating a dairy

brand for purchase. We used a professional market research panel management company to source respondents.

The consumer survey was designed to discern any patterns in consumer behavior and/or sentiment that might

guide dairy processors in their effort to connect and engage positively with customers.

The characteristics of the sample are summarized as follows:

• 50% under 45, 50% over 45

• 75% consume dairy at least regularly

• 96% have some responsibility for purchasing

• 73% live with others

We received more than 800 completed surveys. After cleaning the data file for errant or less useable records, we

arrived at 750 records for analysis.

Below are select findings from the consumer survey:

1. Respondents to the consumer survey are evenly distributed with approximately 50% reporting they are

under 45 and 50% reporting they are age 45+.

Figure 1: Consumer survey: age breakdown of sample used for analysis (n=750)

2. Respondents report they are active dairy consumers.

Table 12: Consumer survey: consumer report on frequency of dairy product usage

I consume dairy products from time to time

24%

I consume dairy products regularly

68%

I go out of my way to have dairy products as much as I can

3. Respondents report they are decision makers with respect to buying dairy products.

Table 13: Consumer survey: consumer report of dairy purchasing responsibility in household

I am the primary one who decides which dairy products to buy

68%

I share responsibility for deciding which dairy products to buy

28%

Someone else in decides which dairy products to buy

10%

19%

21%

13%

15%

23%

10%

15%

20%

25%

30%

35%

40%

45%

50%

18-24 25-34 35-44 45-54 55-64 65+

Which of the following best describes your age?

4. 82% of respondents report they are at least a little discerning in choosing dairy products; 34% at least

“pretty discerning.”

Figure 2: Consumer survey: consumer report on level of discernment when purchasing dairy products

18%

48%

25%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Not at all discerning -- I

don't really care --

whatever is cheapest or

most convenient

A little discerning -- I try to

find the brands I like, but

it's not a big deal if I don't

find what I want

Pretty discerning -- I'm

disappointed if I don't find

what I'm looking for

Very discerning -- I rarely

buy a product unless it's

what I'm looking for

How discerning are you when it comes to buying dairy products?

(n=750)

5. 80% of respondents report they shop for dairy at chain grocery stores; 9% at farmers markets; 7% direct

from dairies.

Figure 3: Consumer survey: consumer report on where they typically purchase dairy products

81%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online from the producer's web site

Home delivery from dairy

Boutique grocery store

Other

Direct from the dairy/farm store

Online from a retail store's web site

Farmers market

Specialty dairy store (e.g., Ice cream shop, cheese store)

Chain Grocery

Where do you typically buy dairy products

(Select all that apply.) (n=750)

Below we present selected findings we determined may be highly relevant to how dairy processors in the

northeast position their brands.

6. Above all else when purchasing dairy products, respondents to the consumer survey report that they

seek indications that the products are fresh and pure, have simple ingredients, and are nutritious.

Table 14: Consumer survey: consumer priorities when shopping for dairy products

Concepts in

branding

Freshness

54%

Highest quality/pure

42%

No antibiotics/rBGH/additives

40%

Simple ingredients

40%

Nutritious

39%

We take good care of our cows/goats/sheep

34%

Better tasting

31%

Local farm to table

25%

We support the local community

23%

Our family to your family

22%

Generations of farmers

21%

We take good care of the land

21%

Small family farm

20%

Local flavor or character

13%

Trusted neighbor

11%

None of the Above

7. When compared with the priorities our sample of dairy companies report they have in communicating

in their marketing, we see some misalignment, with highest quality/pure as the only phrase that

appears in each group’s top five priorities.

Table 15: Consumer survey: comparison of consumer purchasing priorities with dairy processor marketing priorities

Dairy Processor Top 5 Priorities in Marketing

Consumer Top 5 Priorities in Purchasing

Highest quality/pure

Freshness

Better tasting/delicious

Highest quality/pure

We support the local community

No antibiotics/rBGH/additives

We take good care of our animals

Simple ingredients

Small family farm

Nutritious

Some of the discrepancy between the priorities expressed by the two groups may be because the company is

marketing both itself (brand) and its products, while the consumer may be more focused on the products

themselves.

8. Additionally, respondents to the consumer survey indicated simple expectations about what they

would find on dairy product packaging, with just words, dairy product, scenery, and cows as the top

four items they imagine they would see featured.

Table 16: Consumer survey: consumer expectation of packaging imagery

Expect on Package

Just words

54%

Dairy product

49%

Scenery

40%

Cows

39%

Farm buildings

25%

People

12%

Farm equipment or tools

10%

Vintage items

Sheep or goats

9. Perhaps most interesting and relevant to guiding small dairies in their marketing and branding is the

observation that consumer respondents report they place greater importance on the story of the dairy

and the fact that the dairy is local to them, the more direct or intimate the consumer is with the dairy;

that is, consumer respondents who shop outside of a chain grocery store place greater importance on

these factors than those who shop at chain grocery stores, and importance is asserted at a greater rate

among groups that buy their items at famers markets, direct from the dairy, and receive home delivery

from the dairy, respectively. (See Figures 4 and 5 below.)

Figure 4: Consumer survey: consumer rating of importance of buying from local dairy when purchasing from select retail venues

39%

14%

17%

38%

34%

22%

23%

47%

52%

61%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Chain Grocery Store

Farmer's Market

Direct from Dairy

Home delivery from dairy

Importance of being local - consumer (n=750)

Not important Somewhat important Important

Figure 5: Consumer survey: consumer rating of importance of the producer’s brand story when purchasing from select retail

venues

10. Below, Table 17 shows another interesting finding – that age is meaningful variable when considering

how to best execute marketing for and position a dairy brand. The consumer survey asked respondents

to rate the importance of select aspects of dairy product marketing/branding. Response options to the

questions were presented as five-point scales, ranging from “1 = not at all important “to “5 = very

important.”

Table 17 compares the mean scores of the five-point scale across age categories. The cells that are

highlighted signify that these mean scores are higher to a statistically significant degree than are the

ones attributed to scores in the columns designated by the letters beneath each score (the letters

correspond to each letter serving as a label for each column in the table). We see from the table that

younger consumer respondents value the branding elements presented in the survey significantly more

than do respondents that fall into the older age categories.

56%

26%

25%

22%

25%

23%

18%

12%

19%

51%

57%

66%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Chain Grocery Store

Farmer's Market

Direct from Dairy

Home delivery from dairy

Importance of brand story – consumer (n=750)

Not important Somewhat important Important

Table 17: Consumer survey: Importance of branding elements when purchasing dairy products, by age category (mean scores)

Importance of Branding Elements by Age Category

18-24

25-34

35-44

45-54

55-64

65+

(A)

(B)

(C)

(D)

(E)

(F)

Importance of being local

2.95

3.05

2.84

2.82

2.80

2.60

Importance of package

branding

2.95

C D E F

2.70

D E F

2.48

2.27

2.09

Importance of website

branding

2.79

D E F

2.64

D E F

2.45

E F

2.12

2.05

1.84

Importance of website

professionalism

2.75

E F

2.75

E F

2.62

2.36

2.21

2.02

Importance of brand story

3.05

D E F

2.74

D F

2.66

2.27

2.38

2.18

In Table 18, we see the same discovery a different way. The response option five-point scale assigned

descriptors to each point: 1=not at all important; 2=Not very important; 3=somewhat important; 4=important;

and 5=Very important. In the Table, we’ve collapsed not at all important and not very important into one

category, not important. Somewhat important was left alone and we merged important with very important and

labeled the new category important. The table then shows the proportion of respondents that fall into each cell.

We can see the same pattern in Table 18 as we did in Table 17; the younger respondent cohort places significant

value on the quality of package and website branding, much more so than the older groups.

Table 18: Consumer survey: importance of branding elements when purchasing dairy products (importance categories), by age

Category

Processor

Products

Location

Artisan Story

(Craft forward)

Blue Ledge Farm

Cheese (Goat & Cow)

Vermont

Consider Bardwell Farm

Cheese

Vermont

Jasper Hill Farm

Cheese

Vermont

Steward Story

(Animals, Land,

Tradition forward)

Crescent Ridge Dairy

Milk, Ice Cream

Massachusetts

Arethusa Farm

Butter, Milk, Yogurt, Cheese, Ice Cream

Connecticut

Turner Dairy Farms

Milk

Pennsylvania

Marburger Dairy

Milk, Butter, Yogurt, Cheese

Pennsylvania

A.B. Munroe Dairy

Milk, Cream, Ice Cream

Rhode Island

Shaw Farms

Milk, Ice Cream, Cream

Massachusetts

Corporate-

Advocate Story

(Brand forward)

Gifford’s Ice Cream

Ice Cream, Frozen Yogurt

Maine

Stonyfield Farm

Yogurt, Cream, Milk, Frozen Yogurt

New Hampshire

Cabot Creamery

Cheese, Yogurt, Cream, Butter, Cottage

Cheese, Dips

Vermont

The Case Studies

Case

Study

Case #1: Blue Ledge Farm

Who they are (their story)

Having met in Florence, Italy while studying art, Hannah Sessions and her husband, Greg, wanted a business that

would allow them to live what they perceived as an “authentic” lifestyle and, at the same time, enable them to

pursue their passion as artists. In 2000, they purchased Blue Ledge Farm and transformed an old cow dairy into a

goat dairy. Two years later, they began making cheese.

Salisbury, Vermont-based Blue Ledge Farm currently has a herd of 150 goats. They also buy about 5000 pounds of

cow’s milk each week from another farm. In all, Blue Ledge produces around 50,000 to 60,000 pounds of cheese

annually, half from the cow’s milk, and half from their own goat milk.

Like many specialty dairies, Blue Ledge offers its products nationally and internationally via its website, but the

company’s geographical footprint is primarily the east coast of the United States. The company uses distributors

throughout Vermont, as well as in New York City and Boston. Distributors in New York and Boston in turn market

their products throughout the remainder of the eastern seaboard.

What they want to be (aspiration)

The couple, now raising their family on the farm, 20 years in, look to build a brand that someone can acquire and

continue, should their children not wish to. While they consider themselves artisans, their messaging is about

sustainability of the land, their animals, and, not insignificantly, their brand. In the end, they see themselves as

artisans-entrepreneurs as they are bent on building a brand that can sustain itself. In deciding how to position the

brand in the marketplace, they focus on echoing simplicity and authenticity; their label is intentionally minimalist,

and their messaging focuses on the land, animals, and sustainability.

QUICK FACTS

Products

Cheese (Goat and Cow)

Ownership

Family owned, 1-2 generations

Staff Size

Fewer than 50

Marketing staff size

Facebook followers

1000

Instagram followers

2,650

Artisan Cheese producer in Salisbury, Vermont

Blueledgefarm.com

BRANDING NOTES: Artisans building a simple, authentic brand that reflects their own artistic sensibilities and lifestyle. Web

presence presents a personal, family narrative and emphasizes sustainability. Simple, friendly logo and packaging that tells a story

and distinguishes product on shelf.

Vermont

Case

Study

How they market and sell their products

(marketing)

Blue Ledge uses a variety of sales and marketing channels to bring

both their products and brand to the public, including agritourism.

They stay on top of social media, posting photos and new products as

they come. They have a farm store and an AirBnB offering to “stay on

a working goat dairy.”

Focusing on a relatively small line of cheeses, they sell their products

on their own farm and in other local farms stores, direct to

restaurants and local retail groceries, and use distributors to extend

their reach across the region. They also have an online store.

They strive to stay “relevant”

As a guiding mantra, Hannah and Greg strive not to light the world on

fire with promotions but rather to stay “relevant.”

“We don’t want to disappear or become a brand that people aren’t

excited about. We have to stay present. But it doesn’t mean we jump

at every opportunity. We run an occasional ad in the newspaper. So

maybe like twice a year just to stay you know, basically just to

support our local newspaper and you know, maybe let people know

about the farm stand.”

They maintain an email list

Just last year, Blue Ledge started doing more email blasts with a list

of approximately 500 subscribers. Hannah sends out emails 3 to 4

times per year, noting that she has learned that the email list is one

of the most important assets a company can have for marketing.

They offer fun merchandise

They offer merchandise – hats, hoodies, t-shirts – that feature their

trademark blue and line drawing of the goats on the ledge. The

models for the clothing are family members and staff.

SURVEY:

IN-HOUSE OR PROFESSIONAL?

WE DO

HIRE A

PRO

DON’T

Logo Design

Website Design

Website Upkeep

Packaging Design

Social Media Posts

Advertising

Booths at Food Shows

Booths at Farmers Markets

Search Engine Optimization

SURVEY: SALES CHANNELS

Ecommerce on our website

Ecommerce via another independent retail website

Online at large retail website (e.g., Amazon)

A store on our farm or property

A store on someone else’s farm

Direct at local farmers markets

Our own store at a retail location

Direct to local retail stores

Direct to local restaurants/hotels/institutions

Direct to non-local stores in my state

Direct to regional stores in the Northeast

Via distributor to local stores, restaurants, hotels

etc.

Via distributor to non-local stores, restaurants,

hotels etc. in my state

Via distributor to stores, restaurants, hotels etc. in

the Northeast

Via distributor to stores, restaurants, hotels etc.

nationally

Home delivery using our own vehicles

SURVEY: PROMOTIONAL CHANNELS

Website

Facebook

Instagram

Twitter

YouTube

Vimeo

Emails/Newsletters

Online ads in search engines (e.g., Google, Bing)

Online banner ads on other websites

Ads in online newspapers, magazines, blogs

Ads in print newspapers or magazines

Booths at community events/festivals

Booths at food expos or trade shows

Enter products into food awards competitions

Sponsorship of local organizations (e.g., little

league)

SURVEY: AGRITOURISM

Offer tours of processing facility

Have a store on the farm

Have lodging for guests (e.g., bed and breakfast)

Part of a “farm/dairy trail” type offering

Guests can participate in processing products

Dedicated tasting opportunity on site

Local farm to table

Case

Study

How they tell their story (branding)

Website and social media

The Blue Ledge website uses visuals to tell the story of

their dairy and to personalize the experience, all in line

with an artisan-type “authenticity,” at the same time

maintaining a clean, professional look. The site has a

dedicated photos section that offers a personal look into

the farm as the owners see it, including dramatic arial

photos that show the farm’s layout and expanse from a

bird’s eye view.

Logo and packaging

“We take a lot of care with the colors of our labels and that

they're very striking to see on the shelf. We keep

our label design very simple.” A look at the Blue

Ledge label and web site signals that Blue Ledge is

about simplicity and sustainability, a lifestyle

business that puts “life” and “style” at a premium;

“life” in the form of living things – the land, the animals – “style” in

the form of the artistic nature of the work and products.

Brands are symbols; Blue Ledge’s branding symbolizes the family’s

work. Line-like drawings of goats on a hill; blue symbolizing sky,

and water, and trust. Images on the web site of their family and life

on the farm suggest that joy is found in the everyday appreciation

of the land, the animals, and the craft.

Why we like Blue Ledge Farm as a case

study

With a logo and website that finds inspiration in the everyday life

on the farm, Blue Ledge Farm tells a simple, cohesive story about

life ensconced in a love of the land and animals. The owners bring

you into their artisan world with photos of everyday life, sparking

joy. Their branding is:

• Simple

• Authentic

• Personal

• Joyful

SURVEY: WORDS THAT DESCRIBE OUR LOGO

Humorous/Funny

Serious

Realistic

Cartoonish

Fun

Friendly

Vintage

Old-Fashioned

Classy

Artisan

Rustic

Botanical/floral

Natural

Traditional

Artistic

Clean

Simple

Boutique

Modern

Wholesome

Healthy

SURVEY: INTENTIONAL MARKETING MESSAGES

Our family to your family

Generations of farmers

We take good care of our cows/goats/sheep

We take good care of the land

We support the local community

Small family farm

Local farm to table

Fresh

No antibiotics/rBGH/additives

Simple ingredients

Highest quality/pure

Nutritious

Better tasting/delicious

Local flavor or character

Trusted neighbor

Case

Study

Case #2: Consider Bardwell

Who they are (their story)

Consider Bardwell Farm, in its current iteration, was born in 2001 soon after Angela Miller and her husband,

Russell Glover, purchased a farm in Vermont to escape the bustle of New York City.

One day a high school student asked to visit the farm and interview the couple. The student informed Angela and

Russell that their farm had been the oldest dairy cooperative in the area. Inspired by the history beneath their feet

(and new home), the couple decided to revive the farm and name it after the farm’s original owner, a man from

Suffolk, England named Consider Bardwell, who established the farm in the 1864.

With this unusual name and lineage as a basis, they ventured into the cheese producing business, and have

employed local cheesemakers to guide their product, while Russell, an architect by trade, focused on developing

the physical infrastructure of the dairy, and Angela, a literary agent who works with culinary writers and chefs,

became the force behind the company’s sales efforts.

What they want to be (aspiration)

Over the past 20 years, Consider Bardwell has become a nationally recognized brand and has made its way into

fine restaurants and specialty shops. Having caught the wave of artisanal cheesemaking in the first decade of the

century, the company now sees itself as an established artisanal cheese brand, poised to be acquired by

entrepreneurs who can preserve the quality of the product and continue to enlarge the brand’s reach. They also

want their legacy to be a steward of the land and local community.

QUICK FACTS

Products

Cheese

Ownership

Entrepreneur owned

Staff Size

Fewer than 50

Marketing staff size

Production

N/A

Facebook followers

4,500

Instagram followers

6,500

Artisan cheesemaker with strong ties to NYC restaurants.

Revived centuries old co-op on Vermont farm.

BRANDING NOTES: “Consider Bardwell” is the name of the original farmer whose ancestry dates to 14

century Scotland. Current

owners revived a co-op founded in 1864. Cheese positioned as premium artisan cheese to be served in restaurants, farmers

markets, and specialty shops. While an artisanal cheesemaker, the company emphasizes its commitment to being a steward of the

land and local community.

considerbardwell.com

Vermont

Case

Study

How they market and sell their products

They leverage relationships

Through Angela, Consider Bardwell has strong ties to NYC

restaurants and shops and has used this channel to get several

prominent restaurants and specialty shops to try the company’s

cheese line. As Russell points out, it’s one thing to get a chef to try

your cheese, and another to have them continue to buy it.

In some ways, having a highly visible chef or shop owner try your

product may place undue pressure on your company’s brand and

reputation; if they like it, all is good. If they don’t, then word may

spread quickly and present a significant challenge to the brand.

Consider Bardwell sought out the finest local cheesemaker they

could and committed to paying what was needed to make great

cheese and build the brand. It paid off; while the Covid pandemic

hurt sales as it did for most producers, the company’s pre-Covid

was one of rapid growth, particularly for a company founded by

two individuals who had no direct prior experience in the

business.

The company supported its reach into NYC and other areas by

setting up small satellite operations, engaging young

entrepreneurs who would transport and sell their cheese at green

markets in and around the city.

They promote “mission”

The company appears to have drawn its energy from its

commitment to its place in the local area’s dairy history and the

community they could build around that ideal.

Consider Bardwell places emphasis on and takes the time to

explain how it is a “vertically integrated” company that has

helped establish and continually supports local farms that supply

it with its milk and how it has become a part of the regional land

conservation effort.

A commitment to agritourism offerings further enables Consider

Bardwell to tell its story to visitors and enhance the mystique that

surrounds its colorful history.

SURVEY:

IN-HOUSE OR PROFESSIONAL?

WE DO

HIRE A

PRO

DON’T

Logo Design

Website Design

Website Upkeep

Packaging Design

Social Media Posts

Advertising

Booths at Food Shows

Booths at Farmers Markets

Search Engine Optimization

SURVEY: SALES CHANNELS

Ecommerce on our website

Ecommerce via another independent retail website

Online at large retail website (e.g., Amazon)

A store on our farm or property

A store on someone else’s farm

Direct at local farmers markets

Our own store at a retail location

Direct to local retail stores

Direct to local restaurants/hotels/institutions

Direct to non-local stores in my state

Direct to regional stores in the Northeast

Via distributor to local stores, restaurants, hotels

etc.

Via distributor to non-local stores, restaurants,

hotels etc. in my state

Via distributor to stores, restaurants, hotels etc. in

the Northeast

Via distributor to stores, restaurants, hotels etc.

nationally

Home delivery using our own vehicles

SURVEY: PROMOTIONAL CHANNELS

Website

Facebook

Instagram

Twitter

YouTube

Vimeo

Emails/Newsletters

Online ads in search engines (e.g., Google, Bing)

Online banner ads on other websites

Ads in online newspapers, magazines, blogs

Ads in print newspapers or magazines

Booths at community events/festivals

Booths at food expos or trade shows

Enter products into food awards competitions

Sponsorship of local organizations (e.g., little league)

SURVEY: AGRITOURISM

Offer tours of processing facility

Have a store on the farm

Have lodging for guests (e.g., bed and breakfast)

Part of a “farm/dairy trail” type offering

Guests can participate in processing products

Dedicated tasting opportunity on site

Local farm to table

Case

Study

How they tell their story (branding)

Web site and messaging

Consider Bardwell’s storytelling successfully blends the “craft

forward” element of the artisan narrative with the “revival of

tradition,” “conservation,” and “community” aspects of the

steward narrative.

Ultimately, we place Consider Bardwell in the artisan space; the

“stewardship” theme in their storytelling supports the

authenticity of the artisan’s craft, instead of vice versa.

But the blend of artisan and steward is effective: As artisans, the

company places its cheeses front and center on its site and

focuses on what’s unique about them. As stewards, they devote a

good deal of space in the “about us” section of the site talking

about their mission: as an example, they were the first dairy east

of the Mississippi to be enrolled in the Federal Grasslands Reserve

program, a designation given to only one farm in the U.S. each

year.

Logo and packaging

Consider Bardwell’s logo and

packaging incorporates a friendly

set of animals, and an established

date of 1864, the date the original

farm was established. This date

signals a steward-like ability to survive generations with the

suggestion of generations to

come. This blend of

contemporary and

established reflects the

owner’s sentiment about

honoring the land they

purchased while

modernizing the way the

cheese will get to market.

Why we like Consider Bardwell as a case

study

Consider Bardwell branding combines elements of the artisan

story with the steward story, placing the uniqueness of their

cheeses up front at the same time contextualizing the

craftmanship with a backdrop of honoring history and committing

to the preservation of the farm for future generations.

SURVEY: WORDS THAT DESCRIBE OUR LOGO

Humorous/Funny

Serious

Realistic

Cartoonish

Fun

Friendly

Vintage

Old-Fashioned

Classy

Artisan

Rustic

Botanical/floral

Natural

Traditional

Artistic

Clean

Simple

Boutique

Modern

Wholesome

Healthy

SURVEY: INTENTIONAL MARKETING MESSAGES

Our family to your family

Generations of farmers

We take good care of our cows/goats/sheep

We take good care of the land

We support the local community

Small family farm

Local farm to table

Fresh

No antibiotics/rBGH/additives

Simple ingredients

Highest quality/pure

Nutritious

Better tasting/delicious

Local flavor or character

Trusted neighbor

Case

Study

Case #3: Jasper Hill Farm

Who they are (their story)

In 1998, two brothers, Andy and Mateo Kehler, bought “old Jasper Farm,” located on a rocky hillside in Vermont’s

Northeast Kingdom. The farm sat nearby Caspian Lake, where the Kehler family had summered for more than 100

years. The brothers wanted to create a model for small-scale dairy farming that could offer more opportunities for

Vermont's “working landscape.” They called what they were doing “value-added agriculture:” the practice of

transforming a raw material like milk into something more valuable before it leaves the farmer.

They built a creamery. They also created a cave ageing space for cultivating natural rinds as they observed that the

highest value cheeses at the time were imported, European cheeses and they wanted to mimic those styles. They

were able to market their first cheeses in 2003. They became part of the “American Artisan Cheese” movement

and attracted the attention of Vermont-based, Cabot Creamery that needed an aging space dedicated to

cultivating natural rinds.

Cabot has worked closely with Jasper Hill over the years. This collaboration is of a kind the Kehlers imagined when

they spoke about Vermont’s “working landscape.”

What they want to be (aspiration)

The Kehlers want to continue to play a central role in building out a more robust collaboration in the region and

leverage that collaboration into a regional identity.

QUICK FACTS

Products

Cheese

Ownership

Entrepreneur owned

Staff Size

N/A

Marketing staff size

N/A

Facebook followers

18,500

Instagram followers

51, 700

20-year-old Northeast Kingdom, Vermont artisan cheese producer

focused on promoting everyone from suppliers to store-based cheese

mongers.

Jasperhillfarm.com

BRANDING NOTES: Highly polished web site with extensive education about the many facets of the cheesemaking process, with

acknowledgement and appreciation throughout to the different contributors of their success, an approach that translates into

communicating gratitude and trust. Impressive Instagram following using a variety of compelling, colorful photos.

Vermont

Case

Study

How they tell their story

(branding)

Jasper Hill tells a detailed story on its website,

expressing gratitude and accolades for those with

whom they work. They focus on the artisanal

nature of their cheese while, like Consider Bardwell

in case #2, they tell the story of how they leaned

into reviving “the old Jasper Farm,” and in so doing,

they became stewards of the land and the practice

of cheesemaking.

They use images and video effectively

With vivid, colorful images, Jasper Hill’s website walks the

visitor through the various part of the farm, from a bird’s eye

view of the barn and creamery to the pastures, to candid

vignettes showing their cheese makers at work.

Web site and messaging

Jasper Hill’s website and Instagram profile is

replete with clean, high-quality images that

match the quality of those on their website.

Logo and packaging

Jasper Hill does an effective job of encapsulating their artisan story in a one sentence, Instagram

profile statement: “A Taste of Place. We make raw milk cheese from our own cows and ripen it in

underground caves in Greensboro, VT.” From the striking square shape to the sophisticated and

artistic font and muted blue and gold colors, the simple and tasteful logo reiterates the artisan

message.

Why we like Jasper Hill Farm as a

case study

Jasper Hill has transformed an old farm, revived it, and brought it into modern times with vivid photos and

storytelling. With every representation of the farm and their efforts, they communicate a message of detailed

craftsmanship with an authentic reverence for the art, people, and infrastructure that are part of the process.

Together, their style of storytelling captures the spirit of community they are trying to create.

Case

Study

Case #4: Crescent Ridge Dairy

Who they are (their story)

Crescent Ridge Dairy is owned by a third-generation,

farming family with a fourth-generation family

member that now works for the company. Crescent

Ridge does home delivery of their own branded fluid

milk and ice cream. They also sell some meat under

their own brand, and little more than 200 other local

items via home delivery. As a company that delivers

products, Crescent Ridge is poised to be able to

deliver all types of products, and they are open to

any product that makes sense within their portfolio.

In the winter, they currently have 15 truck drivers.

There are approximately 40 full time staff that

doubles during the summertime to 80.

Crescent Ridge’s main footprint is southeastern

Massachusetts, one of the larger independent

operations in that area. They consider their reach to

be the greater New England region.

They have a strong wholesale business in bulk fluid

milk and ice cream to grocery stores,

including Whole Foods stores in Massachusetts,

Rhode Island, and New Hampshire.

What they want to be

(aspiration)

Primarily a milk producer, the company’s goal is to

maintain a strong presence in the northeast. The

company does envision growing nationally with its

ice cream business, if possible.

The Covid pandemic brought more competitors into

the home delivery business, but Crescent Ridge

seeks to leverage its reputation as a steward of

traditional dairy delivery and service to protect both

its dairy business as well as the profits derived from

delivering other products on their routes.

QUICK FACTS

Products

Milk, Ice Cream, Meat

Ownership

Family owned, 3+ generations

Staff Size

Fewer than 50 (80 peak)

Marketing staff size

Facebook followers

22,000

Instagram followers

5,876

90-year-old southern Massachusetts milk and ice cream

producer, steward with home delivery and famous dairy bar

crescentridge.com

crescentridgedairybar.com

BRANDING NOTES: Traditional dairy that leverages home delivery trucks for direct contact with customers and visibility as well as a

fondness generations of families have for visiting its on-site dairy bar.

Massachusetts

Case

Study

How they market their products (marketing)

They connect with tradition

Crescent Ridge leverages their long tenure with a focus on the

symbol of the delivery truck and the Dairy Bar

(crescentridgedairybar.com), an on-site retail store, stirring an

image of days, and service, gone by.

The Dairy Bar itself has been around for more than 50 years and has

built a kind of a generational following: “people remember their

grandma taking them here to get ice cream. and now they're

bringing their kids,” according to Crescent Ridge’s head of

marketing, Robert McCarthy.

A nostalgic impulse is a product of their home delivery as well. “20-

25% of the people who sign up say ‘hey, I got that when I was a kid!

I want it for my family.’”

They connect with people

Robert, as a dedicated marketing person, stays on top of social

media, and has a staff person focusing on it as well.

If the company is being tagged in a story on social media, they’ll

repost that story every day. Some weeks the company is on

Facebook or Instagram every day, but most weeks at least 4 days

per week monitoring activity and they tend to post around 2 times

per week.

When they respond to social media posts, they do it with “the voice

of a farmer,” says Robert. “You don't have to pretend you're

something you're not but communicate with a voice that sounds

authentic.”

The company’s delivery truck drivers also act as personal agents of

the brand, interacting with customers daily, and extending the

brand’s visibility as they move throughout the service region with

company logo and messaging on the vehicles.

Robert points out that people who are looking for local food, want

to interact with the producer who are making the product in any

way they can. They have the benefit of home delivery drivers; home

delivery customers get that same driver at their door every week, so

the company can build a direct relationship with them.

SURVEY:

IN-HOUSE OR PROFESSIONAL?

WE DO

HIRE A

PRO

DON’T

Logo Design

Website Design

Website Upkeep

Packaging Design

Social Media Posts

Advertising

Booths at Food Shows

Booths at Farmers Markets

Search Engine Optimization

SURVEY: SALES CHANNELS

Ecommerce on our website

Ecommerce via another independent retail website

Online at large retail website (e.g., Amazon)

A store on our farm or property

A store on someone else’s farm

Direct at local farmers markets

Our own store at a retail location

Direct to local retail stores

Direct to local restaurants/hotels/institutions

Direct to non-local stores in my state

Direct to regional stores in the Northeast

Via distributor to local stores, restaurants, hotels etc.

Via distributor to non-local stores, restaurants,

hotels etc. in my state

Via distributor to stores, restaurants, hotels etc. in

the Northeast

Via distributor to stores, restaurants, hotels etc.

nationally

Home delivery using our own vehicles

SURVEY: PROMOTIONAL CHANNELS

Website

Facebook

Instagram

Twitter

YouTube

Vimeo

Emails/Newsletters

Online ads in search engines (e.g., Google, Bing)

Online banner ads on other websites

Ads in online newspapers, magazines, blogs

Ads in print newspapers or magazines

Booths at community events/festivals

Booths at food expos or trade shows

Enter products into food awards competitions

Sponsorship of local organizations (e.g., little

league)

SURVEY: AGRITOURISM

Offer tours of processing facility

Have a store on the farm

Have lodging for guests (e.g., bed and breakfast)

Part of a “farm/dairy trail” type offering

Guests can participate in processing products

Dedicated tasting opportunity on site

Local farm to table

Case

Study

How they tell their story (branding)

Website and messaging

The Crescent Ridge website features the dual nostalgic

versions of the home delivery truck and the Dairy Bar. From a

branding standpoint, the site uses the theme of long tenure

as a frame.

The “About the Dairy” page of the site prominently displays

the words “Fresh. Local. Delivered.,” summing up the key

selling points of the dairy, and features a timeline reaching

back to 1932, celebrating the company’s 90 years in

business.

As mentioned above, Crescent Ridge has a separate site for

the Dairy Bar (crescentridgedairybar.com) which devoted

exclusively to its ice cream and ice cream cakes.

Logo and packaging

Crescent Ridge uses a very basic,

traditional logo featuring a cow

and a large “C.” Its packaging is

equally as simple, prominent positioning the “C” with the

cow. The image of the cow peeking through the “C” dates to

the company’s founding.

Why we like Crescent Ridge as a case

study

Crescent Ridge has maintained a distinct advantage of

having home delivery through which to reach and interact

directly with customers weekly. While this appears to be an

anchor for their marketing, along with their retail Dairy Bar,

they follow through on telling their story of holding strong

on tradition in a world where it may be easier to change.

• They tell a cohesive story – they’re committed to

nostalgia and back it up with symbolism in branding

• They exude authenticity – they act and talk like local

farmers

The Crescent Ridge Dairy Bar - Nostalgic

SURVEY: WORDS THAT DESCRIBE OUR LOGO

Humorous/Funny

Serious

Realistic

Cartoonish

Fun

Friendly

Vintage

Old-Fashioned

Classy

Artisan

Rustic

Botanical/floral

Natural

Traditional

Artistic

Clean

Simple

Boutique

Modern

Wholesome

Healthy

SURVEY: INTENTIONAL MARKETING MESSAGES

Our family to your family

Generations of farmers

We take good care of our cows/goats/sheep

We take good care of the land

We support the local community

Small family farm

Local farm to table

Fresh

No antibiotics/rBGH/additives

Simple ingredients

Highest quality/pure

Nutritious

Better tasting/delicious

Local flavor or character

Trusted neighbor

Case

Study

Case #5: Arethusa Farm

Who they are (their story)

The owners of Arethusa Farm purchased the Litchfield, Connecticut farm in 1999, land that was slated for

development after the original farm, founded in 1868, had changed hands years prior and the farm had been left

to deteriorate. They purchased the property to preserve it as open space but had no immediate plans to revive

the more than century-old dairy.

They were soon inspired to rebuild the historic dairy and began with 5 cows. They renovated the original barn and

built new ones. Today, 300 cows inhabit the farm. They built a small dairy plant in what was the historic Bantam

firehouse, striving to produce “milk like it used to taste.”

They then opened what was to become an award-winning restaurant Arethusa al tavolo in 2014 and, then a

bakery, Arethusa a mano. Later, they added a second dairy store in downtown New Haven, Connecticut and a third

location in West Hartford Center.

What they want to be (aspiration)

Current day Arethusa epitomizes the modern-day steward, infusing a contemporary flair to a traditional and vital

community function. Their goal is to preserve what is rich and good about the past and make it interesting to new

generations. In this way, the company is in and of itself a classic steward story.

QUICK FACTS

Products

Milk, cheese, butter, ice cream,

yogurt

Ownership

Entrepreneur owned

Staff Size

Fewer than 50 (80 peak)

Marketing staff size

Facebook followers

26,000

Instagram followers

30,600

Connecticut-based farm originally founded in 1868 purchased in 1999 as a

land preservation project. In 2001, a new farm was born in the steward

tradition. In 2009, the dairy began bottling milk.

arethusa.com

BRANDING NOTES: More than a century-old dairy is revived with humble new beginnings and boasts a 20-year steady growth

success story that includes an added retail location, restaurant, and a bevy of awards in competition.

Connecticut

Case

Study

How they market their products

(marketing)

They institutionalize their culture and message

Arethusa has the strategic advantage of having a story to tell and

multiple physical venues to tell it. Arethusa can reach customers and

express its mission via its own retail outlets and restaurant.

This allows for a personal touch and an ability to extend the brand

beyond milk, their core product. An award-winning restaurant,

contemporary retail shops, a bakery, an historic farm – these are all

simultaneously marketing, and branding vehicles and Arethusa

appears to make the highest and greatest use of them, cross

promoting each and featuring them in detail on their website.

SURVEY:

IN-HOUSE OR PROFESSIONAL?

WE DO

HIRE A

PRO

DON’T

Logo Design

Website Design

Website Upkeep

Packaging Design

Social Media Posts

Advertising

Booths at Food Shows

Booths at Farmers Markets

Search Engine Optimization

SURVEY: SALES CHANNELS

Ecommerce on our website

Ecommerce via another independent retail website

Online at large retail website (e.g., Amazon)

A store on our farm or property

A store on someone else’s farm

Direct at local farmers markets

Our own store at a retail location

Direct to local retail stores

Direct to local restaurants/hotels/institutions

Direct to non-local stores in my state

Direct to regional stores in the Northeast

Via distributor to local stores, restaurants, hotels

etc.

Via distributor to non-local stores, restaurants,

hotels etc. in my state

Via distributor to stores, restaurants, hotels etc. in

the Northeast

Via distributor to stores, restaurants, hotels etc.

nationally

Home delivery using our own vehicles

SURVEY: PROMOTIONAL CHANNELS

Website

Facebook

Instagram

Twitter

YouTube

Vimeo

Emails/Newsletters

Online ads in search engines (e.g., Google, Bing)

Online banner ads on other websites

Ads in online newspapers, magazines, blogs

Ads in print newspapers or magazines

Booths at community events/festivals

Booths at food expos or trade shows

Enter products into food awards competitions

Sponsorship of local organizations (e.g., little

league)

SURVEY: AGRITOURISM

Offer tours of processing facility

Have a store on the farm

Have lodging for guests (e.g., bed and breakfast)

Part of a “farm/dairy trail” type offering

Guests can participate in processing products

Dedicated tasting opportunity on site

Local farm to table

Case

Study

How they tell their story (branding)

Website and story

The “About” section of the

Arethusa web site is devoted

to a timeline reaching back

to the original 1868 farm

and marking the milestones

that have brought the

company to its current

incarnation. The timeline

itself reinforces the

Arethusa steward story,

learning from and honoring

the origins and inspiration

for the modern enterprise

while celebrating the way

they have managed to

preserve a gem for the

community and make it a

vital part of modern life.

Their language focuses on the “good taste” of the milk they produce

while fusing the charm of the past with a contemporary experience in

their retail outlets.

Logo

The Arethusa logo is solidly traditional in appearance, and

intentionally presents a geographic identity, connecting with its

Litchfield, Connecticut roots. The company itself characterizes the

logo as “old-fashioned, classy, traditional, and boutique,” which

summarizes its story and the manifestation of how it markets products through its own retail establishments.

Why we like Arethusa Farm as a case study

Arethusa Farm makes a great case study because it expresses the steward story in simple, personal terms, while

presenting a model for how to extend a brand into different physical, modern locations. The company is

intentional and consistent in its use of language and its decision to anchor its brand in the preservation and revival

of tradition.

SURVEY: WORDS THAT DESCRIBE OUR LOGO

Humorous/Funny

Serious

Realistic

Cartoonish

Fun

Friendly

Vintage

Old-Fashioned

Classy

Artisan

Rustic

Botanical/floral

Natural

Traditional

Artistic

Clean

Simple

Boutique

Modern

Wholesome

Healthy

SURVEY: INTENTIONAL MARKETING MESSAGES

Our family to your family

Generations of farmers

We take good care of our cows/goats/sheep

We take good care of the land

We support the local community

Small family farm

Local farm to table

Fresh

No antibiotics/rBGH/additives

Simple ingredients

Highest quality/pure

Nutritious

Better tasting/delicious

Local flavor or character

Trusted neighbor

Case

Study

Case #6: Turner Dairy Farms

Who they are (their story)

Since 1930, Turner’s has operated a fluid milk business and is an example of a dairy focused on supplying direct to

local stores, restaurants, and institutions using their own fleet of trucks and personnel. They have approximately

250 employees across three plants in Pennsylvania. Their footprint is roughly a radius two hours out of Pittsburgh.

Turner Dairy Farms partners with 35 local, family dairy farms located within 70 miles of its main processing facility,

near Pittsburgh. The company has earned more than 100 awards for taste and quality at national dairy product

competitions since 1998.

The company tells a steward’s story: they have preserved a focus on the art of milk making, are locally focused,

and have maintained a straightforward service to the community at the same time introducing milk to current

generations with creativity in new flavors and twists.

What they want to be (aspiration)

According to Steve Turner, who runs marketing for the company, the company does not aspire to be a national

brand but rather focus on delivering the highest quality product possible locally. The company’s website asserts for

Turner Dairy Farms “a Higher Standard of quality has always been at the forefront . . . Because we believe your

family deserves it.”

QUICK FACTS

Products

Milk, Specialty Flavored Milk, Tea

Ownership

Family owned, 3+ generations

Staff Size

Large, 200+

Marketing staff size

Facebook followers

48,000

Instagram followers

10,000

90-year-old western Pennsylvania steward dairy with more than

100 awards for taste and quality at competitions since 1998.

turnerdairy.net

BRANDING NOTES: Traditional dairy that focuses on freshness and flavor. Works with 35+ dairy farms within 70 miles of processing

facility and all have a focus on caring for their cows and land sustainability. Despite winning international awards, focus is on local

footprint.

Pennsylvania

Case

Study

How they market their products

(marketing)

They draw attention to a

staple like milk with new

ideas and flavors

Turner Dairy goes direct to

stores and other institutions

and delivers what they

present as milk with “quality

you won’t find anywhere

else.”

A straightforward message, the company gains attention by

innovating with different flavored milk and gaining widespread

recognition for their products by submitting them to national and

international contests.

They control their distribution

Turner Dairy uses its own resources to market and distribute its

products, using outside professionals only for creative functions like

logo, package, and website design. They don’t use outside

distributors, likely in part because they focus on a relatively narrow

geographical area.

The combination of reaching out to gain national attention for their

products via contests, but restricting their distribution to local

communities, further supports and solidifies the message that the

dairy is focused on quality and tradition.

They use social media

Turner staff regularly post to

Facebook, featuring different

products and repurposing video to its

more than 48,000 followers. They

feature new products and remind

followers of mainstay ones (e.g., iced

tea for hot summer days) and

promote merchandise with Turner

logo and images.

The combination of locally focused, in-house distribution efforts with

reaching out on social media helps to position Turner as a hometown

institution.

SURVEY:

IN-HOUSE OR PROFESSIONAL?

WE DO

HIRE A

PRO

DON’T

Logo Design

Website Design

Website Upkeep

Packaging Design

Social Media Posts

Advertising

Booths at Food Shows

Booths at Farmers Markets

Search Engine Optimization

SURVEY: SALES CHANNELS

Ecommerce on our website

Ecommerce via another independent retail website

Online at large retail website (e.g., Amazon)

A store on our farm or property

A store on someone else’s farm

Direct at local farmers markets

Our own store at a retail location

Direct to local retail stores

Direct to local restaurants/hotels/institutions

Direct to non-local stores in my state

Direct to regional stores in the Northeast

Via distributor to local stores, restaurants, hotels etc.

Via distributor to non-local stores, restaurants,

hotels etc. in my state

Via distributor to stores, restaurants, hotels etc. in

the Northeast

Via distributor to stores, restaurants, hotels etc.

nationally

Home delivery using our own vehicles

SURVEY: PROMOTIONAL CHANNELS

Website

Facebook

Instagram

Twitter

YouTube

Vimeo

Emails/Newsletters

Online ads in search engines (e.g., Google, Bing)

Online banner ads on other websites

Ads in online newspapers, magazines, blogs

Ads in print newspapers or magazines

Booths at community events/festivals

Booths at food expos or trade shows

Enter products into food awards competitions

Sponsorship of local organizations (e.g., little

league)

SURVEY: AGRITOURISM

Offer tours of processing facility

Have a store on the farm

Have lodging for guests (e.g., bed and breakfast)

Part of a “farm/dairy trail” type offering

Guests can participate in processing products

Dedicated tasting opportunity on site

Local farm to table

Case

Study

How they tell their story

(branding)

Web site and messaging

In addition to asserting that the company strives

for “quality you won’t find anywhere else,”

Turner Dairy promotes the farms that

supply them with milk as a central

feature of their site. They use video

storytelling to introduce the farms.

More than this, they feature the farms

under an umbrella message “Farm to

bottle: it’s more than a motto. A video

entitled, “Farm to Bottle,” is presented

prominently on the company’s website.

Logo and packaging

In keeping with Turner’s simple and direct approach to doing business, the

company’s packaging features their logo and a drawing of a cow in a

pasture.

The company itself describes its logo as “clean, simple, and modern.” The

cursive font evokes the simpler time of the dairy’s founding and underscores

the steward story.

Why we like Turner Dairy as a case study

Turner Dairy is a good example of a company that doesn’t try to do too much, staying in its lane and focusing on

quality. Because of this, the company’s simple message of “quality” comes through clearly.

This simplicity and focus permeate everything they do:

• They restrict their footprint to the local area

• They sell direct to businesses and not the public, yet their brand has a loyal following with 48,000+

Facebook followers

• The stick to one product – milk – yet they innovate within the category with flavors and advances like

extending shelf life

The discipline and focus of the company’s goals and practices drive the company’s marketing as well. The story is

straightforward and relatable, and so is the messaging.

Case

Study

Case #7: Marburger Farm Dairy

Who they are (their story)

Marburger Farm Dairy is an interesting case to compare with Turner Dairy in Case #6. Similarly situated in western

Pennsylvania (Evans City), the Marburger Farm dates to 1938 when George Marburger, a German immigrant

purchased the 100-acre parcel of land to use for raising draft horses.

His son Adam later began dairy production on the property. Since then, three generations of the Marburger family

have operated the dairy.

The dairy is locally focused and has maintained a simple and traditional look and feel to its website and packaging.

What they want to be (aspiration)

Based on Marburger’s promotional material, including its website, the company appears to have found its niche as

a local milk provider that embraces tradition and nostalgia. While the company promotes awards it has received

for its buttermilk in national competitions, and its being featured on the History Channel’s Food Tech program, the

story Marburger communicates is that it is somewhat of a throwback to a bygone era and that’s a good thing.

QUICK FACTS

Products

Milk plus Tea, Juice, Eggs

Ownership

Family owned, 3+ generations

Staff Size

Mid-Sized, staff between 50-199

Marketing staff size

Facebook followers

10,450

Instagram followers

85-year-old western Pennsylvania steward dairy, producing

milk and offering a variety of tea products.

marburgerdairy.com

BRANDING NOTES: Traditional dairy with simple website, featuring passing reference to awards (buttermilk) and its inclusion in the

History Channels “Food Tech” series.

Pennsylvania

Case

Study

How they market their products (marketing)

They make it clear who they are and focus on local

The first message you read on the Marburger site is “Rely on Us for

Classic Dairy Farm Flavor with No Pretenses.”

The striking theme that runs through Marburger marketing and

branding materials is the simplicity and unapologetic plainness to its

presentation. As you can see from the tables to the right, the

company’s response to our survey indicates that they do a good bit

of promotion and advertising, as well as work with distributors to

supplement their own distribution.

The company also invites website users to “visit us” and maintains its

own store on the dairy property. This invitation to interreact directly

with the family at its dairy is cemented with a home page video that

simply instructs visitors to “watch our video.”

The video itself is a simple, straightforward rotation of photos with a

narrator that touts Marburger’s quality and local availability,

digressing only to tout its award-winning buttermilk. The video closes

with phone numbers, and address, and the website address, with the

narrator inviting viewers to visit the farm. It appears to be an ad that

we developed for local TV and the Web, repurposed for the

Marburger site.

SURVEY:

IN-HOUSE OR PROFESSIONAL?

WE DO

HIRE A

PRO

DON’T

Logo Design

Website Design

Website Upkeep

Packaging Design

Social Media Posts

Advertising

Booths at Food Shows

Booths at Farmers Markets

Search Engine Optimization

SURVEY: SALES CHANNELS

Ecommerce on our website

Ecommerce via another independent retail website

Online at large retail website (e.g., Amazon)

A store on our farm or property

A store on someone else’s farm

Direct at local farmers markets

Our own store at a retail location

Direct to local retail stores

Direct to local restaurants/hotels/institutions

Direct to non-local stores in my state

Direct to regional stores in the Northeast

Via distributor to local stores, restaurants, hotels

etc.

Via distributor to non-local stores, restaurants,

hotels etc. in my state

Via distributor to stores, restaurants, hotels etc. in

the Northeast

Via distributor to stores, restaurants, hotels etc.

nationally

Home delivery using our own vehicles

SURVEY: PROMOTIONAL CHANNELS

Website

Facebook

Instagram

Twitter

YouTube

Vimeo

Emails/Newsletters

Online ads in search engines (e.g., Google, Bing)

Online banner ads on other websites

Ads in online newspapers, magazines, blogs

Ads in print newspapers or magazines

Booths at community events/festivals

Booths at food expos or trade shows

Enter products into food awards competitions

Sponsorship of local organizations (e.g., little

league)

SURVEY: AGRITOURISM

Offer tours of processing facility

Have a store on the farm

Have lodging for guests (e.g., bed and breakfast)

Part of a “farm/dairy trail” type offering

Guests can participate in processing products

Dedicated tasting opportunity on site

Local farm to table

Case

Study

How they tell their story (branding)

Website and

messaging

Marburger’s

storytelling is plain

and direct. The

website home page

features non-filtered,

unadulterated

photos of products,

with family members

and staff as

“models.”

The presentation of products and family members in this manner

reinforces its commitment to the way things “used to be.” To customers

looking for sincerity and a commitment to the product over the

presentation, Marburger Farm Dairy stands out as a charmed reminder

of simpler times.

Logo and packaging

In keeping with Marburger’s minimalist style, the company describes its

own logo and packaging as “serious, “old-fashioned,” “traditional,”

“vintage,” “clean,” and “wholesome.”

This is an authentic representation of the

company that appears to act and speak with a

single, traditional voice throughout its

marketing and branding.

Why we like Marburger Farm Dairy as a case study

Marburger is a great example of a contemporary company that simply has held onto its roots and has not seen the

need or advantage to change its image. The company is a true steward not only of a traditional milk producing

process, but even more noteworthy of a marketing and branding ethos – what you see is what you get.

SURVEY: WORDS THAT DESCRIBE OUR LOGO

Humorous/Funny

Serious

Realistic

Cartoonish

Fun

Friendly

Vintage

Old-Fashioned

Classy

Artisan

Rustic

Botanical/floral

Natural

Traditional

Artistic

Clean

Simple

Boutique

Modern

Wholesome

Healthy

SURVEY: INTENTIONAL MARKETING MESSAGES

Our family to your family

Generations of farmers

We take good care of our cows/goats/sheep

We take good care of the land

We support the local community

Small family farm

Local farm to table

Fresh

No antibiotics/rBGH/additives

Simple ingredients

Highest quality/pure

Nutritious

Better tasting/delicious

Local flavor or character

Trusted neighbor

Case

Study

Case #8: A.B. Munroe Dairy

Who they are (their story)

A.B. Munroe is a small, private, family-owned dairy in business since 1881 and owned by the Armstrong family

since the 1930s. They have even occupied the same address on Brow Street in East Providence for the duration.

Translating their steward philosophy into words, their tagline is “Some things are better left unchanged.” They

regard themselves as preserving a family tradition by continuing to focus on home (and office) delivery -- direct-to-

your-door service of fresh milk. Customers can customize delivery options ranging from leaving items in an

insulated container on a porch to delivery people entering the house and placing the groceries in the refrigerator.

Munroe Dairy guarantees the milk is fresh from the cow to the customer in no more than 48 hours and contains no

artificial hormones or antibiotics. They continue to use old-fashioned reusable glass bottle packaging as well.

However, not everything they do is dictated by the past. They now rely on a website for online ordering, not only

of their products but over two hundred other grocery items that are sourced mostly from other local, family-

owned New England companies. Customers can order online up until midnight for next-day delivery.

What they want to be (aspiration)

Their aspirations appear to be focused on stability and local growth in support of local businesses and farms, all

using the same model that has been successful for them to date. According to their website, they serve close to

12,000 homes weekly, with milk representing 50% of the business. In fact, due to a huge increase in COVID-caused

demand for home grocery delivery, they currently have a waiting list and are expanding their delivery routes and

QUICK FACTS

Products

Milk, Ice Cream, Meat

Ownership

Family owned, 3+ generations

Staff Size

Small-medium: 51-200

Marketing staff size

N/A

Facebook followers

10,400

Instagram followers

1,725

140-year-old Rhode Island milk producer, steward with home

delivery as a mainstay service.

cowtruck.com

BRANDING NOTES: Traditional dairy that leverages home delivery trucks for direct contact with customers. Engaging website with

video and full variety of products from dairy to meat and poultry that be ordered directly from the site.

Rhode

Island

Case

Study

service areas as they can add office and warehouse staff, receive backordered custom delivery trucks, and upgrade

necessary infrastructure.

Though unstated in their marketing materials, this plan could be described as “if it ain’t broke, don’t fix it.”

Munroe Dairy reiterates their growth plan through a strong steward lens:

“All processing and bottling is done at our plant and has been done here for the past 137 years. The success of the

company has been its commitment to just do home delivery. Many of our products are not available in any store,

and we support local food suppliers whenever possible. By doing this we offer a direct connect to you, the customer.

We also believe that we can keep better control of the product if it is handled by our own delivery personnel in our

own trucks. Our milk comes from local family-owned farms. It is not trucked in from huge factory farms and is not

adulterated with additives, stabilizer, or synthetics. We feel that our dedication to providing quality products and

friendly service has been the reason for 137 years of success.”

How they market their products (marketing)

They leverage home delivery

They grow within their existing business: home delivery. As their president, Rob Armstrong says in a video on their

website, “Milk gets us in the door.” They can then market additional products to their customers additional

products and expand their business.

A fleet of branded delivery trucks with uniformed delivery people present on the roads and in neighborhoods is

another traditional way of marketing their products and services.

They connect with people

Munroe maintains an active online presence on Facebook, as well as Twitter, Instagram, YouTube, and Pinterest.

Posts feature their products, along with new grocery products available for order, and ways their company

supports and engages the local community. For example, they sponsor and participate in local events such as

parades. Pictures are then featured on their Facebook and other social media pages.

Munroe Dairy also operates Sacred Cow Scoop Shop and Market at their headquarters in E. Providence. Customers

can buy Munroe ice cream, milk, and many other local products. The Scoop Shop also has a food truck that can sell

their ice cream at special events.

Case

Study

How they tell their story (branding)

Web site and Messaging

The website is informative and includes photos of the family

owners, information about the local dairy farmers they

source from, recipe ideas, and lots of positive customer

reviews. They also have a history of supporting local causes

and events and their website hosts a form for event or

donation requests. Finally, a link to their online store allows

customers to shop for over 200 products online and provides

easy access to customer service assistance with orders.

Munroe Dairy executives describe their company and

business using the following terms: “practical luxury,

“family,” “we care,” “icon,” and “industry leader.”

Logo and packaging

Munroe’s logo highlights its long history by incorporating the dairy’s founding date of 1881 directly into the design.

The font, colors, and crown design evoke tradition and history, suggestive of an old-fashioned 1950’s era drive-in

diner.

The use of reusable glass bottles hearkens back to the past, emphasizing quality, old-fashioned tradition, as well as

an environmental ethic of reuse/recycle. They also suggest that glass is a healthy packaging alternative.

Why we like A.B. Munroe as a case study

AB Munroe tells a steward story – in everything from their logo to their use of family members, home delivery, and

traditional, retro images, the dairy does its best to preserve the honored traditions of the past and instill a sense of

consistency in daily life.

Case

Study

Case #9: Shaw Farm

Who they are (their story)

Shaw Farm is a multi-generational family dairy farm that exudes the very essence of the steward tradition. Warren

Shaw, the current proprietor, sees the continuation of the dairy for the family and community as a duty and a

service as much as it is a mainstay business.

In that vein, the dairy prides itself on its survival and the priorities it sets to accomplish that. Shaw Farms operates

a store on the farm and provides home delivery. It promotes the processes and, importantly, the individuals who

contribute to that process.

Warren is also active as a mentor to other farmers and dairy producers in Massachusetts. He serves on the

Agriculture Land Preservation Committee for the state and is also a local radio host.

What they want to be (aspiration)

Shaw Farms has positioned itself as a model of traditional farming and dairy production in Massachusetts and

seeks to continue that role, including mentoring other farmers along with growing its own product line and

expanding the reach of its ice cream brand outside of the local area.

QUICK FACTS

Products

Milk, Cream, Ice Cream + local

products

Ownership

Family owned, 1-2 generations

Staff Size

Small, fewer than 50

Marketing staff size

Facebook followers

12,000

Instagram followers

480

115-year-old northern Massachusetts milk and ice cream

producer, steward with home delivery and farm store

shawfarm.com

BRANDING NOTES: Traditional dairy that leverages home delivery trucks for direct contact with customers and visibility as well as a

farm store offering a variety of local products. All products available for home delivery. Heavy promotion of ice cream brand.

Massachusetts

Case

Study

How they market their products (marketing)

Website

The website is nice, simple, friendly, and informative. By modern

standards, the casual user might think the Shaw Farm website could

use some updating; but the plainness and simple presentation

speaks to the charm of bygone days and that seems to be what

Shaw Farm is all about.

The Farm Store

The Shaw Farm Store is positioned as the center point of the Shaw

Farm operation – you can visit directly, or you can have products

delivered to your home if you live within the company’s delivery

area (see below): dairy, meat, produce, bakery, and assorted other

products. Shaw Farm can supply you with a variety of essential food

products.

Shaw Farm milk is also available at other local farm stands.

Home Delivery

The Home Delivery section of the site makes the delivery areas

clear and allows you sign up for home delivery.

Wholesale/Retail

Shaw Farms products can be found at over 20 retailers and

restaurants in Massachusetts, including at least one Whole Foods

location. These are listed on their website.

SURVEY:

IN-HOUSE OR PROFESSIONAL?

WE DO

HIRE A

PRO

DON’T

Logo Design

Website Design

Website Upkeep

Packaging Design

Social Media Posts

Advertising

Booths at Food Shows

Booths at Farmers Markets

Search Engine Optimization

SURVEY: SALES CHANNELS

Ecommerce on our website

Ecommerce via another independent retail website

Online at large retail website (e.g., Amazon)

A store on our farm or property

A store on someone else’s farm

Direct at local farmers markets

Our own store at a retail location

Direct to local retail stores

Direct to local restaurants/hotels/institutions

Direct to non-local stores in my state

Direct to regional stores in the Northeast

Via distributor to local stores, restaurants, hotels etc.

Via distributor to non-local stores, restaurants,

hotels etc. in my state

Via distributor to stores, restaurants, hotels etc. in

the Northeast

Via distributor to stores, restaurants, hotels etc.

nationally

Home delivery using our own vehicles

SURVEY: PROMOTIONAL CHANNELS

Website

Facebook

Instagram

Twitter

YouTube

Vimeo

Emails/Newsletters

Online ads in search engines (e.g., Google, Bing)

Online banner ads on other websites

Ads in online newspapers, magazines, blogs

Ads in print newspapers or magazines

Booths at community events/festivals

Booths at food expos or trade shows

Enter products into food awards competitions

Sponsorship of local organizations (e.g., little league)

SURVEY: AGRITOURISM

Offer tours of processing facility

Have a store on the farm

Have lodging for guests (e.g., bed and breakfast)

Part of a “farm/dairy trail” type offering

Guests can participate in processing products

Dedicated tasting opportunity on site

Local farm to table

Case

Study

How they tell their story (branding)

Web site and Messaging

The Shaw Farm website is reflective of the company’s

straightforward, transparent approach to producing and

selling products. Everything you might want to know is

right on the top part of the home page (except for the

detail provided about the people and process involved

in the company’s “supply chain,” (that’s provided in the

“About” section).

Farm store hours are listed right at the top, as is the fact

that you can get any product from the store delivered

to your home. The links available indicate that you can

also order wholesale and find out where to get Shaw products at your local store in Massachusetts.

This simple, direct approach to providing information is part of what communicates brand; the simplicity reinforces

transparency and the proactive steps the dairy will take to give customers what they need.

Logo and Packaging

The logo is friendly and simple. We

see the use of a cartoon-like visual

of a farm that feels safe and fun and

the “1908” founding date that lends

credibility and gravitas to the brand.

Shaw Farm milk can be purchased in

quart glass bottles in a nod to traditional milk packaging but is also

sold in plastic bottles of various sizes.

Why we like Shaw Farm as a case study

Shaw Farm is a model for telling the steward story. The messaging is about the process of making milk and the

foundation provided it by the land, the people, and their commitment. From a messaging point of view this

approach translates to something that engages the consumer who is looking for something to believe in when it

comes to supporting a food provider. It motivates the consumer to support and promote the brand.

SURVEY: INTENTIONAL MARKETING MESSAGES

Our family to your family

Generations of farmers

We take good care of our cows/goats/sheep

We take good care of the land

We support the local community

Small family farm

Local farm to table

Fresh

No antibiotics/rBGH/additives

Simple ingredients

Highest quality/pure

Nutritious

Better tasting/delicious

Local flavor or character

Trusted neighbor

Case

Study

Case #10: Gifford’s Ice Cream

Who they are (their story)

Navigate to the “About” page of the Gifford’s Ice Cream website, and you’re greeted with the headline, “With

Gifford’s, Ice Cream is Family.” Rooted in a family milk and ice cream delivery business begun in the late 1800s,

Gifford’s Ice Cream was founded by Audrey and Randall Gifford in New England on a small Maine dairy farm using

family recipes. Almost fifty years later, Giffords is a fifth-generation, family-owned company that sources its fresh

milk and cream exclusively from independent family farms and uses antique Cherry Burrell freezers to slow churn

its more than 100 unique flavors of ice cream, frozen yogurt, sorbets, and sherbet. The award-winning company

sells over 2 million gallons of ice cream annually in supermarkets, shops, institutions, and restaurants throughout

the Eastern United States from Maine to Virginia and in select states as far west as Illinois. They also operate five

ice cream stands in Maine.

What they want to be (aspiration)

Giffords Ice Cream draws strength from its Maine roots, using it to branch out more widely as it aims for a national

presence. While still maintaining their ice cream stands in Maine, the fact that they have pursued partnerships

with regionally based national brands such as Maine-based L.L. Bean and the New England and Boston professional

sports teams demonstrates their desire to grow within and beyond New England.

However, they are consistent in maintaining the business as a family operation and in keeping their Maine

corporate location and local sourcing of milk.

QUICK FACTS

Products

Ice Cream, Frozen Yogurt

Ownership

Family owned, 5 generations

Staff Size

Mid-sized; 51-200

Marketing staff size

Facebook followers

66,000

Instagram followers

7,900

120-year-old Maine ice cream producer that weaves a

traditional family story into a modern corporate brand.

giffordsicecream.com

BRANDING NOTES: Modern, fun ice cream brand that traces its roots to a 19

century dairy farm with a first retail location opening in

1980. Polished, professional website using the company’s history to anchor what could be mistaken for a completely new brand.

Maine

Case

Study

How they market their products (marketing)

They connect with tradition

Giffords’ seasonal summer ice cream stands in Maine are a clear reference to their traditional, small-town New

England past. A summer visit to the local ice cream stand is a real Maine tradition, and Gifford’s New England and

Maine-themed flavors also contribute to the tradition.

They partner to expand their range

Partnerships with big and famous regional brands (sports teams, legendary retailer L.L. Bean) also tie Giffords’

history to the traditions of those brands. At the same time, this enables Giffords to reach thousands of potential

new regional and national customers who follow New England sports teams, for example.

Expansion along the Eastern seaboard and westward into the Midwest means reaching out to new customers who

may never have heard of Giffords or have been to an ice cream stand in Maine, necessitating a reliance on the

story of the family-run nature of the company and the traditional New England history. Gifford’s coined phrase,

“HomeMaine Ice Cream” reiterates and helps to sell this story. It confers authenticity, freshness, and quality that

could persuade new customers to try their product.

They connect with people

Giffords offers a monthly newsletter for fans, along with an extremely robust Facebook presence, as well as social

engagement on Instagram, Twitter, and Pinterest. Samantha (Gifford) Plourd, a fifth-generation family member, is

the company’s Marketing Manager.

To grow their Instagram following and

publicize their new flavor “Full Quart

Pretz” commemorating the new

partnership with the Boston Celtics,

Gifford’s offered a Sweepstakes where

entry involved engaging with Giffords on

Instagram and offered a year’s worth of

ice cream as a prize.

New England teams have numerous and

passionate fans, and the social media

campaign asking people to post photos of

themselves in team gear while eating

Gifford’s ice cream likely generated a

huge amount of publicity for Gifford’s.

Case

Study

How they tell their story (branding)

Web site and messaging

The website is professional, simple, and clean. Nothing is there

that doesn’t need to be there. The company’s history is presented

up front with lots of black and white photos, but a timeline brings

us up to the present by showcasing significant growth events and

updated branding. There is a short description of the ice cream

making process and the newest generation of Giffords who run

the company. A page presenting the 100+ ice cream flavors

includes tempting pictures of each flavor, and each of the five ice cream stands has its own page with information

and events. A “where to buy” page and a “Contact Us” page round out the main website offerings.

Though there is plenty there to honor Gifford’s past, as the site content demonstrates, this brand is not primarily

interested in telling a steward or advocate story – there is little to no information about maintaining family farms,

how the cows are treated and which farms the milk comes from, or the importance of organic ingredients.

Logo and packaging

The Giffords branding and logo are completely modern, evoking a bowl of ice cream

with a cherry on top and a spare, angular, modern font. There is no hearkening back

to the past, and despite strong Maine roots there is no rural or farm feel. Previously,

the branding on the packaging presented an earthy, woodsy brown background

with the flavor name prominently displayed and the Gifford’s logo almost an

afterthought. The new packaging has a cleaner, brighter, more colorful look and feel

with the logo in a more prominent position.

In 2021, the branding on the packaging went from this (L) to this (R):

Why we like Giffords as a case study

Giffords makes an interesting corporate case study as a family-run company that started small in Maine but has

since grown and aspires to greater national growth. They are different from some of their larger corporate

counterparts in that their story does not highlight advocate or steward messaging. Though they do reference their

longstanding Maine roots and Maine ingredients, and they clearly position themselves with an albeit more

subdued marketing connection to New England.

Case

Study

Case #11: Stonyfield Organic

Who they are (their story)

Stonyfield Farm was founded in 1983 by co-founders Samuel Kaymen and Gary Hirshberg who were running a

nonprofit organic farming school on a small New Hampshire farm. Their goals were to help family farms survive,

keep food and food production healthy, and help protect the environment. To raise funds for the school, they

began to produce organic yogurt from the milk of the school’s seven cows. The yogurt was so popular they turned

their attention to creating a yogurt business instead of running the school, realizing they could make a bigger

difference for the environment, family farms, and people that way.

Today, Stonyfield organic yogurts, smoothies, frozen yogurts, milk, and cream are sold in supermarkets, natural

food stores and colleges across the country. It is all organic and made without the use of toxic persistent

pesticides, artificial hormones, antibiotics, or GMOs. Stonyfield’s tagline, “Good on Purpose,” is an example of how

a (now) large corporation uses its power to advocate.

Stonyfield remains in New Hampshire and their organic ingredient purchases support a huge network of food

producers made up of hundreds of organic family farms, thousands of organic cows, and over 200,000 organic

acres.

QUICK FACTS

Products

Yogurt, milk, cream, frozen

yogurt, yogurt smoothies

Ownership

Corporate owned

Staff Size

Large

Marketing staff size

N/A

Facebook followers

507,000

Instagram followers

35,600

40-year-old, entrepreneur-founded New Hampshire company propelled

to a national brand focusing on organic yogurt and advocacy.

Stonyfield.com

BRANDING NOTES: Small-time New Hampshire yogurt start-up company is now a huge national corporate/advocate brand with a

professional website and marketing. It maintains its friendly and folksy look and feel along with passionate support for the original

mission of working for “healthy food, healthy people, and healthy planet” and being “obsessively organic.”

New

Hampshire

Case

Study

What they want to be (aspiration)

Stonyfield is a certified B Corporation and has spent considerable

time and effort to pioneer planet-friendly business practices,

including offsetting their yogurt works’ emissions, to making

yogurt cups from plants instead of petroleum, to making their

own renewable energy, and much more.

They are well-known for their environmental practices and

organic ingredients and are a large supporter of organic dairy

farms across New England. In addition, they have become a

major player in yogurt products marketed for babies and

children.

How they market their products (marketing)

They advocate

Stonyfield is an active advocate for environmental health, organic farming, and keeping small family farms in

business. Their website (including their blog), social media posts, and even their packaging labels support this

advocacy role. Stonyfield also asks its supporters to take action to help with these causes: co-founder Gary

Hirshberg launched a new non-profit, the Northeast Organic Family Farm Partnership (NOFFP), to connect family

farms, brands, government agencies and activists. Stonyfield’s marketing directly asks its customers and

supporters to sign the pledge promising to purchase organic products that will support organic family farms.

They connect with people

Though present and available in supermarkets all around the country, Stonyfield’s strategy is to connect with

people who care about their health, the environment, and supporting family farmers. Marketing to both parents

who want to feed their children healthy, organic, pesticide-free food as well as marketing to the kids themselves is

also important strategy, as can be seen in the huge growth of their baby and child yogurt products (YoBaby and

Stonyfield Kids pouches, cups, and tubes).

They partner with other brands

Stonyfield reaches customers by partnering with other like-minded brands, such as quick-serve restaurant Panera.

Panera is also known for their support of “clean” healthy foods and the environment. Stonyfield’s yogurt tubes are

included as a side option in Panera’s kids’ meals.

Case

Study

How they tell their story (branding)

Web site and Messaging

Stonyfield has a large section on its website describing its story and explaining the mission of the two co-founders.

Building on this, a section with in-depth blog posts covers topics such as the nutrition benefits of dairy, why

organic farming is important, what running a small family farm is like, and more.

Stonyfield’s website also provides helpful tips and recipes for

using their products and links to their numerous social media

sites. Their social media posts (including Facebook,

Instagram, Twitter, Pinterest, and YouTube) back the more

serious topics up, but they also have a lot of fun posts that

connect back to their small origins and unpretentious,

welcoming vibe.

Logo and Packaging

Stonyfield’s logo is a friendly drawing of green hills with a red barn and a blue sky. Kids’

products have kid-friendly imagery such as cartoon fruits and happy kids.

Why we like Stonyfield Organic as a case study

Stonyfield epitomizes a corporate-advocate story. If you didn’t know better, despite their growth into one of the

largest yogurt companies in the country, you might continue think of them as a start-up company supporting

organic farming and advocating against pesticide usage. This ethic infuses all their marketing, from the story they

tell about themselves to their actions in the marketplace.

Case

Study

Case #12: Cabot Creamery

Who they are (their story)

Founded in 1919 by 94 Vermont dairy farm families, Cabot Creamery is one the nation’s best-known dairy

cooperatives. Today Cabot counts 800 New England dairy farmers as members and employs more than 1,000

people across four states. Cabot is now a part of the larger parent Agri-Mark Cooperative which markets dairy

products under the Cabot, McAdam, and Agri-Mark brands.

Cabot has won many awards over the years and is widely known for its different varieties of cheddar cheese. It also

produces creams, dips, cottage cheese, butter, and yogurt. Cabot products can be found in supermarkets

nationwide. Having grown from small beginnings, they are one of the largest dairy companies in the U.S. today. It

is a point of pride that Cabot was the first dairy co-operative to become a certified B Corporation. Cabot’s

marketing emphasizes the structural advantages of being a co-operative: the ability to focus on creating a

sustainable business that serves and prioritizes the needs of the farmer-members, community, environment,

animals, and customers − instead of a pure focus on corporate profits.

QUICK FACTS

Products

Cheese, butter, yogurt, creams,

cottage cheese, dips

Ownership

Cooperative

Staff Size

Very large (501-1,000+)

Marketing staff size

More than 5

Facebook followers

162,300

Instagram followers

59,800

100-year-old Vermont-based dairy cooperative, leader among

Northeast dairies with a strong advocacy agenda.

cabotcheese.coop

BRANDING NOTES: Large national brand that uses local type activities – recipes, community, etc. to anchor its brand in a local feel.

Vermont

Case

Study

How they market their products (marketing)

They are everywhere

Cabot products are found in major supermarkets across the

country and can be purchased directly from Cabot’s website.

They also maintain a retail location in Vermont (Cabot Farmers’

Store) which sells other local Vermont products in addition to

Cabot’s offerings.

They connect with people

According to their website, the Cabot newsletter reaches over

333,000 people direct to their inbox. They also maintain a strong

presence on Facebook, Instagram, Twitter, Pinterest, YouTube,

and LinkedIn.

They use their success for greater impact of their mission

Cabot looks to impact the greater community’s health and well-

being with website sections entitled Department of Gratitude,

Healthy Us, Youthful Matters and Cooking with Kids. Cabot also

publicly supports causes such as education, health, and public

broadcasting, and youth scout organizations. Additionally, Cabot

participates in special events, partnerships with fellow co-ops

and B Corporations, and volunteering opportunities.

SURVEY:

IN-HOUSE OR PROFESSIONAL?

WE DO

HIRE A

PRO

DON’T

Logo Design

Website Design

Website Upkeep

Packaging Design

Social Media Posts

Advertising

Booths at Food Shows

Booths at Farmers Markets

Search Engine Optimization

SURVEY: SALES CHANNELS

Ecommerce on our website

Ecommerce via another independent retail website

Online at large retail website (e.g., Amazon)

A store on our farm or property

A store on someone else’s farm

Direct at local farmers markets

Our own store at a retail location

Direct to local retail stores

Direct to local restaurants/hotels/institutions

Direct to non-local stores in my state

Direct to regional stores in the Northeast

Direct to regional stores nationally

Via distributor to local stores, restaurants, hotels

etc.

Via distributor to non-local stores, restaurants,

hotels etc. in my state

Via distributor to stores, restaurants, hotels etc. in

the Northeast

Via distributor to stores, restaurants, hotels etc.

nationally

Home delivery using our own vehicles

SURVEY: PROMOTIONAL CHANNELS

Website

Facebook

Instagram

Twitter

YouTube

Vimeo

Emails/Newsletters

Online ads in search engines (e.g., Google, Bing)

Online banner ads on other websites

Ads in online newspapers, magazines, blogs

Ads in print newspapers or magazines

Booths at community events/festivals

Booths at food expos or trade shows

Enter products into food awards competitions

Sponsorship of local organizations (e.g., little

league)

SURVEY: AGRITOURISM

Offer tours of processing facility

Have a store on the farm

Have lodging for guests (e.g., bed and breakfast)

Part of a “farm/dairy trail” type offering

Guests can participate in processing products

Dedicated tasting opportunity on site

Local farm to table

Case

Study

How they tell their story (branding)

Web site and story

Cabot’s website is professional and extensive. The initial focus is on the

cheese and other dairy products they produce and where to find them,

featuring an easy-to-use product locator tool. An enormous recipe

section aimed at customers of all types is organized by occasion, Cabot

ingredients, cooking methods, dietary restrictions, and cuisine types.

Second only to information about its products, Cabot’s website

provides in-depth write-ups highlighting their long history, the farmer-

members, the features that make the co-operative model special, and

the importance of its mission. Section topics include farm families,

farm animals, environmental stewardship, the products, and further

information about co-op structure.

The website’s blog has a heavy focus on the co-operative mission and

giving back to the community. Its content is divided in five categories:

Co-Operative, Food, Fun, Gratitude, and Health & Education. Recent

pieces address topics such as the importance of pollinators and how

to compost, a focus on women farmers, and healthy recipes.

Logo and packaging

Cabot’s logo is a nice encapsulation

of their corporate-advocate story.

The use of the single word “from”

recalls a direct farm-to-customer

transaction and the remaining text

includes a mention of the co-operative structure, Cabot’s long history

since 1919, and the importance of farm families. A green barn and

red text with plaid accents catch the eye in a simple, traditional, New

England country style.

Why we like Cabot Creamery as a case

study

Cabot Creamery is one of the best-known dairy brands in the U.S.

and so has options as to what story it chooses to tell. From our point

of view, they tell a corporate-advocate story in its purest form; that

is, they leverage their exposure to communicate an image about

dairy farming that is tied to the land and tied to a cooperative and

supportive of a supply chain in the form of small farms and farmers,

and they position themselves as a leader in this humanistic

enterprise.

SURVEY: WORDS THAT DESCRIBE OUR LOGO

Humorous/Funny

Serious

Realistic

Cartoonish

Fun

Friendly

Vintage

Old-Fashioned

Classy

Artisan

Rustic

Botanical/floral

Natural

Traditional

Artistic

Clean

Simple

Boutique

Modern

Wholesome

Healthy

SURVEY: INTENTIONAL MARKETING MESSAGES

Our family to your family

Generations of farmers

We take good care of our cows/goats/sheep

We take good care of the land

We support the local community

Small family farm

Local farm to table

Fresh

No antibiotics/rBGH/additives

Simple ingredients

Highest quality/pure

Nutritious

Better tasting/delicious

Local flavor or character

Trusted neighbor

Appendix

Marketing and Branding Toolkit

Marketing and Branding Toolkit for Small

Dairy Processors in the Northeast U.S.

Guide and Resources

June 2022

 
 
 
 
 
Table of Contents 
Introduction .......................................................................................................................... 1 
THE GOAL OF MARKETING AND BRANDING ....................................................................................1 
“Marketing” is when you pave the way to sell your products in the marketplace .............................................. 1 
“Branding” is when you position your company in the consumer’s mind – you communicate “who you are” .. 1 
Marketing and branding are “cyclical” endeavors – they are ongoing................................................................. 2 
The Foundation: What do you think is important? ...........................................................................2 
What is your vision? .............................................................................................................................................. 2 
What is your mission? ........................................................................................................................................... 3 
What are your values? .......................................................................................................................................... 3 
Learn from what your peers do .......................................................................................................3 
Understand what consumers think is important ..............................................................................3 
The organization of this Toolkit.......................................................................................................4 
Phase 1: Getting noticed ....................................................................................................................................... 4 
Phase 2: Helping customers define your brand .................................................................................................... 4 
Phase 3: Getting customers to use your products and experience your brand ................................................... 4 
Phase 4: Inspiring customers to promote your brand .......................................................................................... 4 
Phase 1: Getting Noticed ....................................................................................................... 5 
Promotional Channels ....................................................................................................................5 
Best Practices ........................................................................................................................................................ 5 
Website ................................................................................................................................................................. 6 
Social Media .......................................................................................................................................................... 6 
Newsletter ............................................................................................................................................................. 7 
Local Media – Press Relations ............................................................................................................................... 7 
Co-Promotion with Other Farms & Businesses ..................................................................................................... 8 
Signs and displays .................................................................................................................................................. 8 
Agritourism ............................................................................................................................................................ 8 
Sponsorship ........................................................................................................................................................... 9 
Advertising ............................................................................................................................................................. 9 
Awards – Competitions ......................................................................................................................................... 9 
Buyer Shows ........................................................................................................................................................ 10 
Phase 2: Helping customers define you ................................................................................ 11 
Know and be yourself ................................................................................................................... 11 
Learn how to talk about your vision, mission, and values in different circumstances ....................................... 11 
Develop a Tagline ................................................................................................................................................ 12 
Have an Elevator Pitch ready at all times ............................................................................................................ 12 
Keep a One-Pager/Paragraph on hand for press or publicity opportunities ...................................................... 13 
Translate your story into images and/or video to supplement your main storytelling...................................... 14 

 
 
 
 
A note about what consumers want to hear.................................................................................. 16 
Phase 3: Getting customers to use your products .................................................................. 20 
Retail Channels ............................................................................................................................ 20 
Online – Ecommerce on your website ................................................................................................................ 20 
On Farm - The Farm and Farm Stands................................................................................................................. 20 
Off-Site Retail Stores ........................................................................................................................................... 21 
Farmers Markets ................................................................................................................................................. 21 
Home Delivery ..................................................................................................................................................... 22 
Community Supported Agriculture (CSA) ........................................................................................................... 22 
Restaurants.......................................................................................................................................................... 23 
Distributors and Wholesale ................................................................................................................................. 24 
Grocery Stores ..................................................................................................................................................... 26 
Schools & Institutions .......................................................................................................................................... 27 
Phase 4: Inspiring customers  to promote your brand ........................................................... 28 
Continue authentic storytelling..................................................................................................... 28 
Engender Rapport and Support ..................................................................................................... 29 
 

Introduction

Marketing Toolkit for Northeast U.S. Dairy Processors

Introduction

As a dairy processor in the Northeast U.S., you have a series of choices to make as you go to market and

brand your company. There’s no one way to position your company for profit, growth, and sustainability;

how you go about it depends on your individual situation and aspirations.

Who are you, and what do you want to be? What is special about your company, and why should

consumers or your community care? These are the essential questions to explore when deciding how to

approach marketing and branding.

In this Toolkit, we will walk you through this process of exploring and identifying the story you will want to

tell in the marketplace, and suggestions for how to tell that story, as well as how to get your products in

front of consumers and popularize them most effectively.

THE GOAL OF MARKETING AND BRANDING

“Marketing” is when you pave the way to sell your products in the marketplace

In this toolkit we use the term “marketing” to encompass the steps taken to display the company’s

products and get them into the market to make sales. These steps may include, but not be limited to,

advertising, promotion, relationship building, social media interaction, and distribution through farmers’

markets, farm stores, online stores, and traditional distributors.

“Branding” is when you position your company in the consumer’s mind – you communicate “who you

are”

We define “branding” here as the steps taken to communicate an image of the company, which may

include the design of the company’s logo and promotional materials, including the company’s website, as

well as the language and storytelling the company uses to describe the distinctive role the company feels

it plays in the marketplace or community.

Introduction

Marketing Toolkit for Northeast U.S. Dairy Processors

Marketing and branding are “cyclical” endeavors – they are ongoing

When a consumer-facing company markets and

brands itself successfully, its brand passes through

four key thresholds:

● Awareness, when it is noticed by

consumers;

● Assessment , when it is defined in the

consumer’s mind;

● Use, when the consumer uses or consumes or

experiences the brand and its products; and

● Advocacy, when the consumer feels strongly enough about the value of the brand that

they promote it to others so they will experience it and, in turn, promote it further.

This phased process characterizes the real life experience your company and brand has in the

marketplace. It forms a cycle that is constantly evolving based on the conscious decisions you make about

how you want to present your company and the experience consumers will have with your products. You

can help consumers notice, define, use, and promote your products and your company. Each phase feeds

the subsequent phase and starts the cycle all over again.

The Foundation: What do you think is important?

To help make the marketing and branding cycle work for you, your company’s marketing and branding

need intention and direction. Before you do anything, you should be able to answer the following

questions clearly and succinctly (you might want to write them down):

What is your vision?

This is the “why” you do what you do. It’s how you see the world and what you think is important about

your purpose and role in it.

Noticed

Defined

Used

Promoted

Figure 1: Brand lifecycle in marketplace

Introduction

Marketing Toolkit for Northeast U.S. Dairy Processors

What is your mission?

Based on your vision, this is what you do, how you do it, and whom you do it for. Your mission statement

follows this pattern: We ____ by _____ for ______. To integrate your vision into this statement, you

could add: We _____ by ______ for _____ because _________.

(Below in this toolkit, you will find a detailed discussion of how to tell a clear story about your brand.

Ultimately, this story begins with an understanding of your vision and mission.

What are your values?

This is what defines what you will do and what you won’t do as a business, and what you decide to

promote.

How big you want to grow and what kind of life you want will drive what approach you take to and how

much you invest into getting noticed, having people try your products, and how to get customers to

promote you.

You don’t have to, nor may you want to, do everything that is presented in this toolkit. The outline and

resources provide a guide and are there to make you aware of the possibilities should you want to make

changes to how you structure your business and/or lifestyle.

Learn from what your peers do

You can learn from peers, especially ones that have been around for some time and have found ways to

establish a clear brand in the marketplace. We reviewed more than 135 dairy brands in the northeast and

reduced them down to 12 case studies we offer in a document that accompanies this Toolkit.

Understand what consumers think is important

Before you read through this toolkit, it’s important also that you have a frame of reference for what your

potential customers may look for in a dairy product and brand. In preparation for developing this toolkit,

our research team surveyed 750 consumers, mostly in the northeast, about their dairy purchasing

patterns, preferences, and perceptions. We cover some of the more salient findings from this survey in

the second section, “Phase 2: Getting Defined, “ below.

Introduction

Marketing Toolkit for Northeast U.S. Dairy Processors

The organization of this Toolkit

The following will outline steps to take to move your branding along the four phases discussed above (see

Figure 1) a moment ago and outlined again in Figure 2 below. For each section, you will find an

explanation, best practices, and a list of resources that may help in each of these phases.

Phase 1: Getting noticed

In this section, we review the types of promotional

activities your peers engage in to get their brand

name in front of consumers and any partners that

may help build their customer base (e.g., other

farm stores, groceries, etc.)

Phase 2: Helping customers define your brand

In this section, we walk you through how to tell

your story, one that reflects your mission and vision.

Phase 3: Getting customers to use your products and

experience your brand

In this section, we catalog the different types of channels for distributing and selling your products –

getting them in the hands of customers. These can range from channels you control completely like your

website, farm store, or delivery trucks (if you have these) to ones you partially control or don’t control,

like retail stores, distributors, and resellers.

Phase 4: Inspiring customers to promote your brand

In this section, we review the types of promotional activities your peers engage in to get their brand

name in front of consumers and any partners that may help build their customer base (e.g., other farm

stores, groceries, etc.)

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Phase 1: Getting Noticed

The first obvious part of having the world discover and experience your products and brand is to make

them aware of it. In this section, we review the main promotional channels you likely have available to

you and tips on accessing and using them.

Promotional Channels

● Website

● Social Media

● Email Newsletter

● Local Media and Directories

● Business to Business Co-Promotions

● Signs and Displays

● Agritourism

● Sponsorship

● Advertising

● Awards/Competitions

● Buyer Shows

Best Practices

● Save yourself time and work right up front by laying out a monthly calendar of all your marketing

and messaging. This is where you’ll plan all your social media posts and content, newsletter

dates, product pricing and wholesale sheet updates, and advertising deadlines. It’ll take you some

time to set it up, but it’ll save you time and this template will be easy to keep using each month.

● Make sure all your marketing ties together. Don’t have a different message for Facebook than

you do for your newsletter. You can use each channel to connect people to your other channels,

such as asking people who receive your newsletter to like and follow you on Facebook.

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Website

Do I really need a website if I’m on Facebook and Instagram? Yes! Your site may be the first impression

you make on a potential customer, so make sure it reflects well on you, your farm or operation, and your

brand. Make it easy for your customers to find out about your products, how to reach you, and where to

buy them. Your website can be expanded to provide an online shop, focusing first on local pickup and

delivery, and eventually more widely on regional and nationwide shipping. Don’t forget to keep it up to

date - nothing sends a worse signal to customers than encountering outdated information.

Website Building Resources

There are many options for building a website, including hiring someone to build it for you. However, it is

getting easier and easier to create your own professional websites, including ones with e-commerce

capabilities. Here are a few of the many sites that provide this service.

● squarespace.com

● wordpress.com

● wix.com

● godaddy.com/websites/website-builder

● zyro.com

● weebly.com

Social Media

Facebook

While Instagram is the hot new social media site, plenty of folks still go to Facebook first. Make sure to

create a business Facebook page and update two to three times per week. To save time, link your

Instagram posts to your Facebook page and get 2-for-1! Don’t forget to reply promptly if anyone

comments on your post or contacts you via Facebook.

Instagram

If you must pick one, Instagram is the place to start! Instagram is image-focused, so get busy taking

pictures of your beautiful farm, cute animals, delicious products, or people enjoying them. Pro tip: save

time by linking your Instagram account to your business Facebook page. When you post on Instagram, it’ll

post the same thing on Facebook instantly.

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Additional Resources: Social Media and Digital Marketing

• https://www.udemy.com/courses/marketing/

• https://www.udemy.com/course/local-digital-marketing

• https://digitalmarketinginstitute.com/students/courses

• https://blog.hubspot.com/marketing/social-media-marketing

• https://neilpatel.com/what-is-social-media-marketing/

• https://coschedule.com/blog/how-often-to-post-on-social-media

Newsletter

Offering a newsletter sign-up to your customers keeps them in the loop and offers you opportunities to

reach out to them on a regular basis. You might offer news of special events, coupons, and even recipes.

Depending on the size of your business and your customer base, newsletters can go out weekly, bi-

weekly, monthly, or quarterly and can vary with the season. Make sure people can sign up for your

mailing list via a button on your website, Facebook or Instagram page, and even on a paper sheet at the

farmers’ market. A free online newsletter software program such as MailChimp makes creating a good-

looking newsletter simple with pre-made templates.

Newsletter Resources:

mailchimp.com

flodesk.com

sendinblue.com

https://www.canva.com/create/newsletters/

constantcontact.com

The Ultimate Guide to Email Marketing - Hubspot

Local Media – Press Relations

Don’t forget to reach out to your local media if you have a special event or new product to introduce. This

can include newspapers, television stations, or radio - even local food bloggers. These folks are always

looking for content and good local stories.

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Doing some (or all) of the work for them is helpful - learn to write a good newsworthy press release. Look

for fun and natural occurrences to highlight, such as your anniversary of 10 years in business or serving

your 1,000th customer. Let them know if you have recently won an award. You get the idea.

Becoming a member of your local Chamber of Commerce, Tourist Board, or other business group is

another way to increase your prominence in the community. Networking at these group events will bring

you into contact with local media and other businesses who could partner with you.

Co-Promotion with Other Farms & Businesses

Look for opportunities with other local businesses to do co-promotional events. It could be as easy as

inviting a food truck on your farm on a day when you’re having a special event. It could be a wine and

cheese-pairing event with a local winery (or brewery). Restaurants are another great option; see more

about working with restaurants below.

Signs and displays

To be eye-catching and draw people to your farmers market booth or farm store, you’ll need to have

some good quality, professional signage made featuring your name and logo. Local print shops can help,

and national brand stores like Staples provide sign design and printing services.

Online options such as canva.com can help you create marketing materials that are consistent across

assets, from business cards to banners. Canva can even guide you through creating Instagram and

Facebook stories.

Agritourism

Agritourism allows you to reach a new audience in the most direct way possible - face to face! You are

hosting them in your “home,” so make it welcoming with signage, clean bathrooms, friendly staff, and

clearly designated parking. Look for local “artisan trails” that you can join, including getting listed in a

local or regional tourism directory. Reach out to hotels with brochures and establish an on-going listing in

local weekly papers.

Inviting people to your farm for special events, tours, and tastings introduces them to you, lets them see

your operation, taste your products, and meet your animals. It can work with tourists and locals alike. You

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can target all kinds of different groups - think a happy hour crowd for wine and cheese or invite young

families to meet the year’s new calves or lambs. Experiential interactions like this (both good and bad!)

stick in the mind of the customer for much longer than a brief interaction at a market, so be sure to make

a good impression.

Sponsorship

Sponsorship is another way to get your product and business out in front of people while also

demonstrating your support of the local community. It could be a charity walk or run, a little league or

soccer team, or school fundraiser. Staffing a booth or providing free samples of your products at the

event is another great way to extend your reach.

Advertising

Some well-placed advertisements can successfully get the word out to your customer base and introduce

your products to new customers. It helps to know who your typical customers are so that you can better

target them, and people like them.

Start small with your local newspapers or radio stations, or specialty local and regional magazines focused

on tourists.

Advertising on Facebook, Google, and other social media sites is another way to reach a target audience.

Your posts will show in the feeds of people who like your business, so start with reaching out to “friends

of friends,” or select customer ages and geography. It’s also a good idea to look at the resulting data

collected by these sites to find out how many people clicked on your ad, visited your site, or took

advantage of a coupon or special offer you made. Then expand on what’s working!

Awards – Competitions

Even if your footprint is local, gaining recognition from national or international organizations raises your

profile and enhances your brand. Independent, third-party affirmation of the quality of your product is

powerful. Search for competitions that have entry requirements you can meet and that are respected by

your peers.

Here are some to give you an idea:

Specialty Food Association - “sofi” awards

Good Food Foundation Awards

American Cheese Society | Judging & Competition - includes categories for butter

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US Dairy Sustainability Awards

World Cheese Awards - Guild of Fine Food

World Championship Cheese Contest

World Dairy Expo Championship Dairy Product Contest

State-Level Awards

https://mainecheeseguild.org/

New England Green Pastures Award

Buyer Shows

If you are looking for a distributor or want to connect with buyers from institutions who may want your

products, you can connect with them at trade show devoted to business-to-business exposure and

education. Examples of this type of show are ones The Specialty Food Association hosts -- the Summer

and Winter Fancy Food Shows in New York City and Las Vegas. There are other national and regional

trade shows you can sign up for. These shows are often also good for understanding what your peer

dairies are doing in terms of new product and promotion, and you can often attend educational sessions

as well. Some examples:

Summer Fancy Food Show

Local Food Trade Show of New England — SBN Sustainable Business Network

There are many opportunities a small business can access. The ones you choose to make use of will

depend on your time, budget, and the quality of each that is local and accessible to you. The key is to plan

and consider the combination of promotional opportunities that works best for you.

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Phase 2: Helping customers define you

Once you’ve gotten your customers’ attention – they’ve seen your brand advertised, came across you on

Instagram, or found their way to your website – you have the chance to tell them your story. This story,

whether conveyed in word, images, videos, or all three, is the primary way your customers will decide

whether your brand, among the many out there, should get their further attention and, hopefully,

support. This is where you engage the customer and hope that they connect emotionally with your

products and brand.

How you tell your story is a critical piece to your branding; it is the most powerful thing you can control

when it comes to how your brand will be thought of.

In this section we provide a guide to telling the story you want others to spread about you.

Know and be yourself

The first thing that’s important in helping consumers define who you are is to be sure of it yourself. We

mentioned in the introduction that having intention and direction in your marketing and branding is

paramount.

Learn how to talk about your vision, mission, and values in different circumstances

One sentence each:

Vision: We are ___________ with a goal of ___________.

Mission: We ________________ for ______________ by _____________________.

Values: We believe ___________________________ are essential to accomplishing our mission.

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Example:

We are a small family dairy with a goal of preserving our beautiful countryside for future generations. We

make pure, delicious milk and ice cream for families in our community by using only the finest ingredients

and the most skilled cheese artisans. We believe that if we keep our animals happy and fiercely protect the

land they graze on, your culinary experience with our products will be more satisfying.

These statements of vision, mission, and values can be relayed separately, or can be joined together.

There are different circumstances when you will want to tell your story but are afforded different degrees

of space in which to do it in the context of different promotional opportunities. Below, we outline the

most common scenarios, and how a description of your company and products may differ: the tagline,

the elevator pitch, and the one paragraph/one pager.

Develop a Tagline

Describe your business in one short sentence or less. This may accompany your logo, or it may be

required for a social media profile like Instagram.

● Jasper Hill Farm, Vermont: A Taste of Place

● Arethusa Farm, Connecticut: Milk Like it Used to Taste

● Turner Dairy Farm, Pennsylvania: Quality You Won’t Find Anywhere Else

Have an Elevator Pitch ready at all times

You have 30 seconds to describe your business – what you do and WHY you do it. Typically, your story

explains a problem you solve or a need you fulfill, for whom, and how you do it. Why you do it makes it

compelling. (Usually, 1-2 sentences…expanding on the tagline language)

● We’re a small cheesemaking company in Pawlet, VT that hand-makes artisanal, small batch

cheese from local milk, with an aim of continuing the traditions originally established in the

1800s.

● Jasper Hill is a working dairy farm with an on-site creamery in the Northeast Kingdom of Vermont.

An underground aging facility maximizes the potential of cheeses made by the creamery, as well

as those made by other local producers. Leftover whey from the cheesemaking process is fed to

heritage breed pigs, roaming the woodlands beyond the cows' pasture.

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● Since 1930, Turner's has been producing the freshest, best tasting dairy products right here in

Western Pennsylvania.

● Established in 2000, Blue Ledge Farm is a first generation, family owned and run goat dairy and

cheese-making operation. Our mission is to create a high-quality product built on the

cornerstones of respect for consumers, land, and animals as well as our local community.

Keep a One-Pager/Paragraph on hand for press or publicity opportunities

You’ve been asked to write two paragraphs about your business for your local newspaper (expand on

your elevator speech language)

From Turner Dairy Farm, Pennsylvania:

Local Agriculture is the heart & soul of what we do – Turner’s partners exclusively with 35 local,

family dairy farms within 70 miles of our processing facility. Our farm partners are endlessly

dedicated to healthy, happy cows and sustainably cultivating their land. All Turner’s milk and dairy

products are free from antibiotics and artificial growth hormones (rBGH).

Turner’s has earned more than 100 awards for taste and quality at national dairy product

competitions since 1998. In 2021, Turner’s became the first Pennsylvania Dairy to extend their

shelf life for fresh milk and cream beyond previous government mandates. Turner’s shelf-life

extension is verified by 3rd party quality testing and approved by the Pennsylvania Department of

Agriculture.

We hold ourselves to a higher standard of quality has always been at the forefront because we

believe your family deserves it.

From Blue Ledge Farm, Vermont:

At Blue Ledge Farm we believe in a food system that is based on a cornerstone of respect for the

land, the animals, and the consumer as well as our local community. We celebrate the opportunity

to raise healthy, contented animals and make great cheese!

Blue Ledge Farm began as a dream in Florence, Italy where Greg and Hannah met while studying

the art and culture of Europe. In 2000, at the tender age of 23, the two began the work of

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transforming an old cow dairy farm back into production with goats. The barn which once housed

seventy Holstein cows would now be home to their Alpine and LaMancha dairy goats. We began

milking four goats at Blue Ledge Farm and began processing cheese two years later. Today we

milk over one hundred goats and produce eleven types of cheese (described on our Cheese page),

from very fresh to semi-aged bloomy rind cheeses, to harder cheeses aged three months. True to

our mission, our focus is always on sustaining a high-quality, consistent product with lots of

attention and gentle handling.

The 150 acres of Blue Ledge Farm consist of woods, hayland, pasture and wetland. In 2004 we

financed our cheese room construction by selling our development rights to the Vermont Land

Trust, thereby ensuring that our land will always be open and never developed. In 2009, wetlands

were identified as one of our great natural resources and so we agreed to conserve our fifty acres

of wetland and return them to their natural state as a valuable part of our ecosystem. Our goats

spend their spring, summer and fall days browsing in the woods, return to the barn for 4 pm

milking and lounge around in a grass pasture as evening sets. Our goats live a life of luxury and as

we run from job to job across the farm, we sometimes wonder who works for who!

When Greg and Hannah aren't milking goats or making cheese, they can be found in their painting

studio. Check out Greg's oil paintings here and Hannah's here.

Translate your story into images and/or video to supplement your main storytelling

People learn differently. Some people are primarily auditory – they learn best by hearing or reading; some

are primarily visual – they learn best by seeing images, charts, and diagrams. Still others are primarily

kinesthetic, they learn best by experiencing or feeling. The more ways you can communicate a consistent

story, the better the chance that you will connect with a customer. Here are a couple examples:

Blue Ledge Farm (Vermont) logo:

Blue Ledge Farm (blueledgefarm.com) created a logo that tells a story of its

business using a simple image and a simple message. While they make cow’s

milk cheese, their primary focus is on goat’s milk; the logo features two goats

together on a “ledge” and the use of a distinctive blue reinforces the “blue” in

the company name at the same time it evokes a joyful impression of a sunny

blue sky, and happy animals. The logo does a good job of symbolizing the

experience the consumer has with the Blue Ledge website and other

iterations of the brand experience (e.g., packaging).

Figure 3: Blue Ledge Farm logo

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Jasper Hill Farm (Vermont) video:

Jasper Hill Farm (jasperhillfarm.com) presents a

documentary style video on the “About” page of its

website (https://www.jasperhillfarm.com/about).

It’s professional, it tells the story of the business

from the point of view of its founders and gives the

viewer a bit of a tour of the farm and the cheese

making process.

Many dairy processors have similar videos on their

sites with varying degrees of professional polish. The Jasper Hill Farm example is professionally produced,

but in many instances, less polished video is as or more effective in that it reinforces the character of a

small, local, and possibly “pure,” enterprise.

Arethusa Farm (Connecticut) timeline:

Arethusa Farm (arethusa.com) is a relatively modern brand (20+

years) of milk, cheese, butter, and ice cream. The current owners

who purchased the farm in 1999 create an image that honors the

history of the farm which dates to 1868. To reinforce the blend of

old and new, the company uses a traditional looking logo and

features, on the “About” page of its website a colorful timeline

chronicling the evolution of the farm from 1868 to the present.

Many dairies will feature a timeline of sorts to anchor their brand

in tradition; the Arethusa example is particularly colorful and

illustrative and communicates the story of the business quite

effectively.

Figure 4: Image of Jasper Hill Farm video

Figure 5: Partial image of Arethusa Farm "timeline"

from its website

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A note about what consumers want to hear

It’s important to keep in mind that not all consumers are alike and that some will be more likely to find

your brand appealing than others. This comes down to personal preference and values; you should not,

and likely do not, take this personally. The more “authentic” you are in your practices and storytelling, the

more focused will your core customer group likely to be.

The most important takeaway from this phenomenon is that you should focus on the consumers that are

most likely to be your customers and pay attention to their preferences and needs. This will reinforce

your brand appeal and others who may be attracted to your product and message will take note.

Get to know your core customers as well as you can, either through personal interactions, social media,

or, if you can, sending out an occasional survey or request for feedback.

Below, we share some discoveries we made from a survey we conducted in June 2022 with 750

consumers (aged 18+), with an emphasis of those who live in the Northeast region of the U.S. The

patterns that emerge from our survey data suggest that those who typically shop outside of the main

chain grocery stores (approximately 20% of consumers), and are in the Northeast region, place

significantly greater importance on a brand being local and on the “story” the brand tells than those who

typically shop for dairy products in chain grocery stores.

See Figures 6-10 below for some insight into how your likely customers think about dairy products:

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81%

0% 20% 40% 60% 80% 100%

Online from the producer's web site

Home delivery from dairy

Boutique grocery store

Other

Direct from the dairy/farm store

Online from a retail store's web site

Farmers market

Specialty dairy store (e.g., Ice cream

shop, cheese store)

Chain Grocery

Where do you typically buy dairy products

(Select all that apply.) (n=750)

Figure 6: Source: The Good People Research Company survey of consumers,

June 2022 (n=750)

The approximately 20% of consumers

who report they typically buy dairy

products outside of chain grocery

stores are most likely your core

potential customer. These shoppers

report that they buy dairy products

direct from dairies, and/or farmers

markets, and/or through home

delivery, among other means.

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56%

26%

25%

22%

25%

23%

18%

12%

19%

51%

57%

66%

0% 20% 40% 60% 80% 100%

Chain Grocery Store

Farmer's Market

Direct from Dairy

Home delivery from dairy

Importance of Producer's "Story" When

Purchasing Dairy Products – Consumer (n=750)

Not important Somewhat important Important

39%

14%

17%

38%

34%

22%

23%

47%

52%

61%

0% 20% 40% 60% 80% 100%

Chain Grocery Store

Farmer's Market

Direct from Dairy

Home delivery from dairy

Importance of Dairy being "local" - Consumers

(n=750)

Not important Somewhat important Important

Figure 7: Source: The Good People Research Company survey of consumers,

June 2022 (n=750)

Figure 7 to the left suggests that those

who report they tend to buy dairy

products outside of chain grocery

stores find the “story” behind the dairy

and product important at a significantly

greater rate than those who report

they typically buy from a chain grocery

store.

Figure 8 to the left suggests that those

who report they tend to buy dairy

products outside of chain grocery

stores find the dairy producer “being

local” is important at a significantly

greater rate than those who report

they typically buy from a chain grocery

store.

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What we learn from the information above is that the story you tell about your business is important, and

the story should be local and should emphasize freshness, quality, purity, and taste above other product

features. The “story” itself likely functions to reinforce the notion of freshness and quality; that is, it makes

the claim of freshness, purity, and nutrition more immediate and believable.

11%

12%

20%

21%

22%

23%

25%

26%

31%

34%

39%

40%

41%

42%

54%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

None of the Above

Trusted neighbor

Local flavor or character

Small family farm

We take good care of the land

Generations of farmers

Our family to your family

Support the local community

Local farm to table

Animals are grass fed

Better tasting/delicious

Take good care of our cows/goats/sheep

Nutrituous

Simple ingredients

No antibiotics/rBGH/additives

HIghest quality/pure

Freshness

Consumer Report of Preference for Word Use

on Dairy Products (n=750)

Figure 8: Source: The Good People Research Company survey of consumers,

June 2022 (n=750)

Figure 9: Source: The Good People Research Company survey of consumers,

June 2022 (n=750)

Figure 9 to the left suggests that

consumers – who shop in chain grocery

stores as well as those who do not –

report that “freshness,” “quality,”

“purity,” and nutrition are foremost on

their mind when evaluating dairy

products.

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Phase 3: Getting customers to use your

products

Ok, customers have heard about you and are intrigued by your story. Or maybe they have not heard

about you yet. At this point, you need to make it as easy as possible for customers to get and try your

products and experience your brand in the context of enjoying your products – the emotional tie they will

make between brand and product if the experience is enjoyable (which we’re sure it will be!).

In this section, we outline the different sales channels most likely available to you. These channels are

literally how you get your products into the hands of consumers so they can experience your product and

hopefully become lifelong customers.

Retail Channels

Online – Ecommerce on your website

One of the increasingly common direct methods of selling to consumers is the online catalog – the ability

to display your products online. Many website platforms such as Squarespace.com, Wordpress, and

Wix.com have modules that enable you to present your products and collect payments online. For some

products, and for companies that don’t have vehicles to make delivery on their own, shipping may be

expensive and add considerable cost to each order. For many dairy producers, however, selling your

products online to an audience that is increasingly comfortable with buying food products online is worth

exploring.

On Farm - The Farm and Farm Stands

Inviting customers to your farm for tours, special events, or to purchase products is a great way to

reinforce your authentic story and brand - people can see for themselves exactly how you steward the

land, care for your animals, or make your products.

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Tours can be offered on your schedule, including by appointment, and special events can be scheduled

well in advance, so you’ll be prepared with staffing and a stock of products and merchandise for sale.

Events focused on holidays and seasonal or new product offerings and flavors make sense, but if you have

baby animals, also consider inviting customers to come out to see them!

● Advertise your farm store with large readable signs. Make sure to include prominent signs that

indicate your hours as well as when you are “open.”

● List your farm store in any farming directories or guides, or any promotional tourist-focused

“trails.”

● If you are inviting people to come for tours or to spend time at your site, provide a clean site with

parking, restrooms, rules, and prices clearly outlined.

Off-Site Retail Stores

For companies that have their own farm stores, and especially those that don’t, selling your products

through another company’s farm store is a viable option, particularly if your products complement theirs

and can enhance the customer’s experience at their store. Research other farm stores in and outside your

area to see if you can contribute to their offerings and create a win-win.

Some companies also can establish retail shops away from their farms. Consider how possible this might

be for you. It has the twin effect of providing an additional selling channel at the same time it

considerably expands a company’s ability to market and brand to a larger audience.

Farmers Markets

Selling your products at farmers markets can be a good way for a new or growing business to establish

your brand and begin creating a loyal customer base. It’s an opportunity to have customers try your

products, and while they’re there, add themselves to your mailing list (or follow you on social media).

When you gain enough momentum, consider expanding into a CSA (your own or in combination with

other vendors) or even restaurant sales.

Don’t forget to bring your high-quality, professional signage to these events!

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Other tips:

● Be personable and engaging with customers

● Offer recipe or food pairing recommendations

● Put together bundles of items for sale. For example, if you make cheese, put together a bundle

with crackers, jam, or local honey

● Don’t forget to have a newsletter sign-up sheet available

● Collaborate with other vendors, especially the ones serving food at the market who could use

your products as ingredients in/on the foods they sell

Home Delivery

Some dairy processors offer local home delivery services, the way milk and other dairy products were

traditionally delivered. Home delivery offers a powerful way to connect directly with your customers on a

weekly basis, along with a story that emphasizes tradition, community, and personal connection. It also

comes with a lot of work! Setting up the service, ensuring your product keeps fresh after delivery (even if

customers are not home to receive it) and running the routes year-round in all types of weather can be a

real challenge. However, there are a number of dairies that are bringing this service back in a successful

way.

Examples:

Crescent Ridge Dairy, MA

South Mountain Creamery, MD/PA/DC/VA

Ritchey’s Dairy, PA

Shaw Farm, MA

Community Supported Agriculture (CSA)

If you like connecting with your customers directly, consider trying a Community Supported Agriculture

program. The primary benefit to the producer is having an infusion of cash early in the season for

planning purposes. The challenge for many CSAs is coordinating weekly deliveries and keeping items cold

until they are picked up.

For dairy processors that have a narrow range of products, partnering with a farm that sells a variety of

produce could be a way to participate in an established CSA without “owning” it. CSA customers could

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add an optional “dairy share” to their delivery in the same way that local meat or flowers are often add-

ons to the traditional bundle. Recipes or food pairing suggestions are always welcome, especially for

specialty items or flavors that are new to a customer.

Best practices

● Include a mini-newsletter or farm update with recipes with each box. Sharing this type of

information helps retain CSA customers.

● Make sure customers can find all the relevant information and sign up online.

● Consider marketing to groups like businesses and neighborhood associations where you can

make a single drop for multiple shares.

● Treat your CSA customers well – they are valuable!

Local/Regional Resources

Here are a few examples of CSAs that offer dairy shares or dairy add-on shares:

● https://gardenofevefarm.com/csa/cheese-dairy/

● https://thefarmbus.csaware.com/store/

● https://loudounfarms.org/local-produce/csa/

● https://www.bellairfarm.com/addon

● https://remembrancefarm.webs.com/dairy-csa

Restaurants

Depending on your product line and marketing goals, restaurants may be natural and desirable partners

for you. Reaching restaurant patrons means new customers for your products and strengthening

connections with local businesses is good practice. To connect with restaurants, you need to understand

chefs as well as their customers. The farm-to-table movement and emphasis on sourcing fresh and local

products make this a win-win partnership for both sides.

Some best practices for working with restaurants:

● Seek out restaurants that offer daily or weekly specials or seasonal menus where your products

would be a good fit

● Start small by identifying a few chefs who you respect and want to build a relationship with

● “Under-promise and over-deliver” - quality and consistency are key

● Connect at the right time for the restaurant

○ Don’t drop in. Set up a time to come by for the chef to taste your samples, and bring your

product spreadsheet with cost, quantity, and availability (if seasonal)

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○ Avoid lunch or dinner service. The best times are generally weekdays between 9-11 or 2-

● Update your product sheet as needed if your products change seasonally.

● Ask restaurants that you supply to promote your business on their menu, website, and social

media by using your logo and link to your website.

● Be professional with invoicing and on-time delivery. Have a regular order deadline and delivery

day established, and set up easy electronic payment options, if you haven’t already done so.

Local Resources:

Additional Resources:

● Marketing Fresh Produce to Restaurants, University of Kentucky Cooperative Extension (2018)

● Marketing to Restaurants | NC State Extension (2010)

A great example of how a local dairy facilitates and promotes its availability in restaurants can be found

on Monument Farms’ website: https://www.monumentfarms.com/#

Distributors and Wholesale

Food wholesalers, or distributors, act as a middleman in moving product from your farm to other

businesses and institutions. Working with a food wholesaler or distributor can be a good choice if you

want to move larger volumes of product. The services do come with an associated cost that many farms

see as worthwhile through time saved on delivery.

Best Practices

• Proper documentation/food safety plan: Make sure you are certified by the state for safe dairy

production and distribution.

• Packing standards & labeling: Talk to distributors about their packing standards and how they need your

products labeled.

• Form a strong relationship: As with any business relationship, find out how to work best together. Plan

on meeting each off-season to evaluate the season and plan for the upcoming year.

• Utilize forward Contracts when working with wholesale buyers to plan together for the season.

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Local/Regional Resources

● Crown O’Maine Distribution, ME, NH, MA. https://www.crownomaine.com/

● Native Maine Produce & Specialty Foods. ME, NH, MA. https://www.nativeme.com/

● Lancaster Farm Fresh Co-op (Wholesale). PA. Make deliveries in the Northeast, Mid-Atlantic,

Southeastern US. https://lancasterfarmfresh.com/wholesale/

● Black River Produce, VT, (800) 228-5481

● Provisions International, White River Jct VT, (802) 291-6100

● Seacrest, MA

● Formaggio Kitchen, MA

● Saxelby Cheesemongers, NYC

● Food Matters Again, NYC

● Food Connects, Brattleboro VT

● Myers Produce, Northern VT

● Green Mountain Farm Direct, VT

● Dole & Bailey, MA

Food Hubs

As they behave much like distributors, consider participating in a Local Food Hub in your area. The

organizations benefit farmers by connecting them with additional (often larger) markets, and providing

services like marketing, accounting, sales, and education. Food hubs can offer a single drop-off point for

multiple farmers that also serves as a single pick-up point for distributors and customers. Many focus on

providing access to fresh, local foods in underserved areas.

○ Search for Local Food Hubs in your state here: https://www.ams.usda.gov/local-food-

directories/foodhubs

○ Search by state: https://sustainableagriculture.net/blog/national-guide-to-finding-local-

food/

○ Eastern Food Hub Collaborative

○ Farm Fresh Rhode Island, Pawtucket, RI

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○ Food Connects, Brattleboro, VT

○ Three River Farmers Alliance, Exeter, NH

Grocery Stores

Grocery stores can be a good market for dairy processors who can provide a larger and consistent volume

of products. However, it’s good to start smaller by selling directly to the public, small country stores, or

restaurants before you attempt to step up to the grocery store market. Starting slow will allow you to

make your production consistent and strengthen your marketing skills.

Best Practices

● Look for grocery stores that prioritize selling local products

● When first approaching a store, find buyers in the department you want to sell to and set up an

appointment. Find out whether they have goals for carrying and selling local and regional

products. Bring samples, a product list for the full season, pricing, your business license, and any

applicable certifications.

● Find out if they require Good Agricultural Practices (GAP) Dairy certification, other certifications,

or the dollar amount of product liability insurance you must carry

● Deliver your high-quality products when promised

● Ask the buyer what packing and labeling they prefer and make sure your delivery is clearly

labeled with your business name and contents.

● Develop your wholesale pricing so that both you and the market can make a profit. Aim for 35-

45% lower than retail/market pricing

● Use a good, clear, professional invoicing system – track deliveries, get signed invoice duplicate

and file your copy

● Be aware of the potential need for UPC coding

● Provide signage or shelf talkers that incorporate photos and/or information about the product

and your farm, and ask stores to use them - catching customers’ eyes will help to move your

products faster

Local/Regional Resources

Though it’s a chain, Whole Foods is known for carrying local products. Getting your products into local

and regional Whole Foods stores makes for a good goal. But focus first on small local grocers and food co-

ops that buy local!

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One example is the Harrisburg, PA based Radish & Rye Food Hub

Schools & Institutions

Schools and institutions seem like natural places to sell your products, especially as schools focus on

nutrition and dairy. There may also be strong interest from schools in connecting with local farms. Don’t

forget, though, that you must meet the scale of their demand. In return, it’s a steady market. Both

institutions and schools are a great way to get more connected to your community. Many schools and

state and private hospitals and institutions are shifting their procurement standards to incorporate more

fresh, healthy, local foods, so if your business produces on a large enough scale, it would be a good time

to connect with these markets.

Best Practices

● For schools, start by reaching out to smaller private schools over the local public school system

● Contact the school’s food buyer, district child nutrition services director, or the Farm-to-School

Coordinating Team

● For institutions like hospitals, senior centers, or retirement communities, contact the head chef

or food services director

● Set up meetings and bring your pricing sheet as well as samples

● Dedicate time to building relationships and communicate regularly

● Depending on the school or institution, your farm may be required to carry additional liability

insurance or third-party food safety certifications like Good Agricultural Practices (GAP)

● Learn about and use Forward Contracts to plan for the season with buyers

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Phase 4: Inspiring customers

to promote your brand

Continue authentic storytelling

In the section we remind you that your brand follows a

cycle in the marketplace. Once you’ve managed to get

your products into the hands of consumers, it has likely

happened because they noticed you and were

intrigued by what you appeared to offer, that is, how

the consumer “defined” you as something interesting

to them.

Now you can cement a relationship with the consumer

in a way that inspires them to not only enjoy your

product experience, but to promote your brand to others.

Consumers tend to want to promote a particular product or brand for one of two main reasons:

1. They like the person to whom they refer the brand and so they want them to share the joy they

received from the product or brand; and/or

2. The brand in some way aligns with their values – how they think things should be – and therefore

serves to “amplify” those values. That is, the brand reflects and projects the consumer’s self-

image and what they stand for. We find many examples of consumers promoting brands that as

a way of making a statement about what they value and believe, and what they want others to

associate with them (think electric cars, responsibly manufactured clothing, or an exclusive club

membership.)

What this means is that the storytelling you developed in Phase 2 where you “define” your brand

continues in different forms once you’re interacting directly with the customer or the customer is

interacting with your products (or farm/plant/retail store).

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The customer was likely drawn to you based on the story you are already telling (via words, images, video,

packaging, etc.). You should continue to do all those things as naturally and authentically as possible to

connect with your current customers.

Engender Rapport and Support

In addition to continuing to tell your story, there’s another key dimension of your interaction with

customers we’d like to share with you now as a final recommendation.

From 2015-2017, we conducted research on behalf of the Better Business Bureau (BBB, bbb.org) seeking

to understand better why consumers may want to buy from one company over another.

We found that

in general consumers look for five things that companies do that makes the consumer want to continually

buy from and promote the company’s brand. We called these five things the “5 Gestures of Trust,”

attitudes and behaviors that any company can practice on a regular basis. They are, to be:

• Honest – give customer what they need to know, when they need to know it, in plain language

• Transparent – be generous with the information you provide about your company and practices

• Proactive – feel the need to provide value to the customer before they ask for it

• Humble – recognize and acknowledge that your success is due in large part to your customers,

employees, family, and your community

• Equitable – share power whenever you can to make doing business with you an “even playing

field.” Make transactions simple and clear, guarantee the quality of your products, and back that

up at every step.

Here are some articles, a podcast, and a report from the BBB that provide more information on this

research.

Report from BBB.

Article in BBB’s “Trusted” Magazine: Do your customers trust your business? Five gestures of trust may

determine whether they do or not.

Article in BBB “Trusted” Magazine: Formula for Building Loyal Customers.

Better Series Podcast – The 5 Gestures of Trust

Finally, keep the cycle going. Realize that the best way for you to get noticed and start the cycle again is to

have customers promote you alongside your own promotion.

See bbb.org/5gestures for more information on this study.