Market Update

Web Exclusive   

Yeo Valley to build milk brand

Organic dairy brand plans to extend milk lead

Organic dairy brand Yeo Valley and OMSCo, the largest group of organic dairy farmers, are cementing their 14-year relationship by forming a partnership to focus on the development of the Yeo Valley Organic milk range.

The move is being made as the latest ACNielsen data shows that Yeo Valley has won market leadership of the organic milk sector with year-on-year growth running at 200%, four times the progress of the total organic milk business, which is up by 52% year-on-year and well ahead of the total milk fixture, which is recording 6% growth (ACNielsen Scantrack data for three months to 15 July).

By joining forces, Yeo Valley and OMSCo aim to ensure the organic dairy market leader has the growing supply of organic milk it requires to maintain its current momentum, while OMSCo’s farmers will be guaranteed a fair price for the milk they are producing.

The new partnership will also introduce new labeling for the Yeo Valley Milk range to help explain the brand’s relationship with OMSCo and its links with farmers.

“Organic milk is now one of the fastest growing parts of the dairy business and OMSCo and ourselves are going to focus on building the Yeo Valley milk brand,” explained Ben Cull, Yeo Valley’s marketing director. “We believe it’s a move that will be important for everyone. For the trade it means there will be a stronger brand leader, with outstanding access to the milk supply that’s vital to keep the market growing in step with consumer demand. For the farmers it will put a greater focus on the vital part they play in the food chain and give them the assurance that they are going to receive a fair price for their output. For consumers there’s the reassurance of the organic dairy business’s most popular and successful brand.”

To see more articles associated with Yeo Valley Organic click here

To see more articles associated with Yeo Valley click here

To see more articles associated with the category Product category: Organic and Fairtrade click here

To see more articles associated with the category Product category: Dairy click here