Mooo-Ve Over Cereal Box Champions! Organic Dairy Farmers Are The New Heroes At The Breakfast Table

Organic Valley’s Iconic Milk Carton Prominently Features the Co-op’s Regional Farmer-Owners

La Farge, Wis.
October 13, 2010
Contact P.R. Elizabeth Horton
work 207-838-0084 La Farge, Wis.

Organic Valley wants families to have breakfast with their local dairy farmers and get to know them over lunch and dinner, too! Beginning this month, making that connection will be as easy as reading the panels of an Organic Valley milk carton, newly redesigned to more boldly depict the cooperative’s family farmers and their pasture-raised cows, many of which graze just outside most city limits.

Like Wheaties™ , the breakfast cereal famous for putting pictures of accomplished athletes on its box, Organic Valley has made its farmer-owners starring players. The revamped milk cartons feature a rotating line up of dairy farmers from Organic Valley’s eight producer regions and a short introduction to the featured farm family. Organic Valley’s producer regions are tightly knit geographic communities of the co-op’s farmer-owners, who produce milk that is locally processed and sold directly into the nearest markets soon after leaving the parlor.

The farmer-centric carton, designed by Seattle, Wash., based Hornall Anderson Design Works, aims to align the independent, farmer-owned brand with consumers who share its values, spirit and dedication to local organic food. To deepen the connection between Organic Valley farmers and consumers, “Who’s Your Farmer?,” a new website feature, invites visitors to enter their zip code into the farm finder and see which Organic Valley farms are closest to them. By clicking on links associated with a farm, visitors can learn about the dairy farmers and their on-farm sustainability practices through personal profiles and photos.

“It’s clear that the community wants to know where their milk comes from, and we want to create easy and fun ways to get to know our farmers,” said Theresa Marquez, chief marketing executive for Organic Valley.

Organic Valley Family of Farms: Independent and Farmer-Owned

Organic Valley is America's largest cooperative of organic farmers and one of the nation's leading organic brands. Organized in 1988, it represents 1,630 farmers in 33 states and four Canadian provinces, and achieved $523 million in 2009 sales. Focused on its founding mission of saving family farms through organic farming, Organic Valley produces a variety of organic foods, including organic milk, soy, cheese, butter, spreads, creams, eggs, produce and juice, which are sold in supermarkets, natural foods stores and food cooperatives nationwide. The same farmers who produce for Organic Valley also produce a full range of delicious organic meats under the Organic Prairie label. For further information, call 1-888-444-MILK or visit www.organicvalley.coop, www.organicprairie.coop and the cooperative's farmer website, www.farmers.coop. Organic Valley is also on Twitter @Organic_Valley and Facebook www.facebook.com/OrganicValley .

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P.R. Contact
Elizabeth Horton
Phone: 207-838-0084
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