Materials ‘sourced from local fertile lands’
Dairygold has updated its corporate logo. The revamped design will replace the existing logo first introduced over 25 years ago, when in 1990 the neighbouring co-ops Ballyclough and Mitchelstown merged to establish Dairygold.
Speaking about the update to the Society’s logo, Dairygold CEO Jim Woulfe said it’s not any ‘major rebranding exercise’ but more ‘a necessary update of what is a strong and valued brand’.
“After 26 years the visual presentation of the Dairygold brand needed modernisation but more fundamentally, there was a real requirement for one clear identity and vision across the Society.”
The Dairygold business is wide ranging and had produced a variety of related identities from Dairygold Food Ingredients to Co-Op Superstores.
“All of these strands to our business needed to be brought under one clear identity. We want our local farmer customers to see the same name and logo as an ingredients buyer in the Middle East.”
The CEO went on to state that Dairygold has invested to ‘reap the growth opportunities that post quota dairying offers’.
“We have developed state of the art milk processing facilities, implemented modern work processes and enhanced our people capability. Equally important and critical to achieving our goals is our marketing and sales strategy. The development of one clear vision and unambiguous statement about the Dairygold brand will serve as a reminder to our employees, our shareholders and most importantly our customers, about what makes us unique.”
Mr Woulfe said the rebranding process has resulted in an updated visual identity for the Society and ‘a clearer definition of the unique selling proposition associated with the Dairygold brand’.
“We source our natural raw materials from local fertile lands farmed by generations of our shareholders; it demonstrates the provenance of the Dairygold standard. Dairygold has taken a prudent approach to our investment in this initiative and the roll-out of the new identity including the replacement of physical logos including milk tank livery etc., will be updated gradually in line with our usual replacement schedule,” he concluded.
