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.
In this Toolkit, we will walk you through this process of exploring and identifying the story you will want to tell in the marketplace, and suggestions for how to tell that story, as well as how to get your products in front of consumers and popularize them most effectively.
These 12 case studies that describe how select dairy processors in the northeast United States approach the task of marketing and branding their products. They are presented as a reference for other dairies that may be evaluating their own marketing and branding or planning to make changes in these areas. Mainly, they are provided so that the owners of smaller dairy processing businesses can have a reference for how others market and brand effectively, and decide how, if at all, they can apply the lessons to their own businesses.