AN organic dairy is exploring pastures new as it takes its green ethos to the supermarket shelves with a rejuvenated look.
Acorn Dairy has put its pin-up milkers Ruby, Matilda and Katy out to grass after serving the brand since 2009.
From January, Acorn products and the website carry a more sophisticated look reflecting the dairy’s corporate identity and values.
Director Caroline Bell said customers had been essential to their research and initial feedback had been very positive.
She added: “We believe the fresh look label matches the natural quality of Acorn Dairy milk and better communicates with shoppers that we offer a genuine local, organic milk with provenance in Yorkshire, Durham and Northumberland.
“Working closely with retail customers, my brother Graham and I realised the need to improve visibility of our story on the shelf.
“The photo cow labels were interesting at the breakfast table, but the new ones have more impact on busy milk shelves as they highlight that we offer exactly what organic milk shoppers want – the opportunity to buy local, at good value.”
Milk bottles also show the Good Dairy Award from Compassion in World Farming on the front of the pack. Acorn Dairy creams and butters now look part of the same family with matching branding giving shoppers better continuity.
The school 250ml bottles remain child friendly in size and, with the new branding, are considered more suitable to hospitality and food-on-the-go customers.
Acorn’s 210 strong organic herd grazes in the Yorkshire and Durham Dales and produces award winning milk for 4,000 doorstep customers, as well as Waitrose and Morrisons supermarkets and a host of local independent retailers, from Northumberland to North Yorkshire.
Caroline added: “We would like to thank our customers for their contribution to our research.
“Since 2000, our organic farming business direction has been successful because of our local customers and the direction we have taken from them. This rebranding is the next natural step.”
