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Dairy Processor Brand Strategy & Marketing Toolkit

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. Twelve 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
  4. A presentation describing the study’s activities and results

The public is invited to access these materials below.

Northeast DBIC Staff

Laura Ginsburg, Center Lead
(802) 522-2252 

Kathryn Donovan, Regional Programs Manager
(802) 585-4571

Ben Eldredge, Grants Coordinator
(802) 522-9478

Ali Boochever, Grants Coordinator
(802) 261-5740

Katie Spring, Outreach & Content Specialist
(802) 522-3186

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Funding for the Northeast Dairy Business Innovation Center is made possible by the U.S. Department of Agriculture’s (USDA) Agricultural Marketing Service through grants AM190100XXXXG081, AM200100XXXXG003, 21DBIVT1004-00, and AM21DBIVT1011-00. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the USDA.