Organic Valley Marketing Strategies and Future Positioning
Organic Valley, a cooperative specializing in organic dairy, meat, eggs, produce, and feedstuffs, faces challenges in the dairy industry such as negative press and consumer confusion. Despite this, the company remains committed to continuous improvement, consumer focus, and product innovation. Certified Grass-Fed Organic Dairy and Product Innovation are key areas of focus for Organic Valley to drive growth and meet consumer demands.
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Presentation Transcript
Bob Kirchoff CEO
Organic Valley Organic Marketing Cooperative Dairy, Meat, Eggs, Produce, Feedstuffs Founded 1988 Brick and mortar facilities in WI, OR, MN 91 co-packers/processing partners Over 1,400 SKUs $1.1 billion in sales and nationwide distribution
Dairy Challenges Organic Opportunities negative press around dairy production & consumption delivering on promise for authenticity and transparency consumer confusion on organic label claims moving beyond functionalbenefits to the emotional connection undifferentiated & not motivating innovation & growth on non-dairy alt. drive innovation to excite consumers with flavor and form
Positioning Organic Valley for the Future Business fundamentals Continuous organic improvement Consumer focus Enhanced claims Product innovation
Enhanced Claims: Certified Grass-Fed Organic Dairy
Certified Grass-Fed Organic Dairy Grassmilk
Product Innovation Ultra 2019 Release
Organic dairy has been and continues to be a staple category Commitment To Our Consumers Increasing nutritional, functional, and ethical focus Organic Dairy HH Penetration +3pts v YA (33%) Consistent buyer repeat >60% in light of negative press Source: SPINS/IRI Panel, Annual Panel 2019, Organic Dairy Category
We Are Committed to organic and dairy Committed to our farmer-members Committed to offering consumers exciting and innovative food choices
