PROCESSORSPOTLIGHT By Dan Woolley Getting personal Power of buy-local food movement harnessed by Atlantic Canada dairy co-op Atlantic Canada’s consumers are familiar with Farmers y shining the promotional spotlight on the farm as a brand, but they do have other product options. folk who supply its milk, Farmers Dairy hopes to reinforce its major position in the Maritime dairy Farmers wants to differentiate itself from its competitors marketplace. A new marketing initiative, sporting the slogan We are your Farmers, leverages the increasingly influential buy-local food movement to secure a greater competitive advantage. Derek Estabrook, Farmers’ vice-president of marketing and business, prefers We are your Farmers not be described as a marketing campaign. “We see it as bigger than that,” he explains. “It is about telling the story of Farmers Dairy as a company and Farmers Dairy promotion tells its story in a simple compelling way. what we stand for.” 24 | June 2009 | MilkPRODUCER B
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Table of Contents for the Digital Edition of The Milk Producer - June 2009