Omsco has today announced the adoption of a distinctive new name and visual identity. The British farmer-owned cooperative dedicated to organic dairy will now be known and trade as Organic Herd. The rebranding will support Organic Herd’s vision to be recognised as the sustainable organic dairy farmers cooperative. In line with this, the distinctive new Organic Herd name; vibrant, more contemporary, visual identity; and complementary brand values will provide a powerful platform from which to build its reputation as a producer of the highest quality organic milk and dairy products, as well as being a leader in championing the intrinsic benefits of organic dairy.
The new name and identity will also be a catalyst for the launch of an eponymously named Organic Herd range of premium branded organic products. A value-added range that will showcase the very best of organic dairy and set it apart from conventional dairy offerings.
Said Martyn Anthony, Organic Herd’s Chief Executive: “The transition from being the Organic Milk Suppliers Cooperative (Omsco) to Organic Herd demonstrates the ongoing evolution of the business. From being simply a transactional supplier of organic milk to third party processors, our new name reflects that we are now a more confident and more progressive business with a range of valuable customers, supply partnerships, products offerings and routes to market.
“We believe our new, more relevant and relatable name will enable us to redefine and reinforce all that is great about organic dairy. It will enable us to engage more effectively with customers and consumers on the issues that they care about and make a compelling case for why they should choose organic dairy, which by its very nature is the original and only fully accredited regenerative dairy farming system.”
Organic Herd has over the last 12 months maintained its milk price at 49ppl (on a standard liquid litre basis). To put this into context, today its 120 farmer-owners, located across England, Scotland and Wales, receive the leading published organic milk price paid by a processor or coop in the UK. It represents a premium vs the average conventional price of c.10-12ppl. Moving forward, the focus of the business is to continue to deliver sustainable returns to its farmer-owners and the adoption of the Organic Herd name is an integral part of an ambitious long-term growth and development strategy.
The development of the new Organic Herd branded range of premium organic dairy products has been based upon three simple but powerful brand pillars, namely being ‘Proudly Sustainable, Naturally Delicious and Always Organic’. The range will be debuted at the Speciality Fine Food Fair being held in London on 11-12 September.
Aimed at specialist retailers, delis and farm shops across the UK, the vibrantly packaged Organic Herd range will include moreish Cheddars; a tempting selection of butters and flavoured butters including a truly indulgent Truffle Butter; velvety ‘Port Salut style’ soft cheeses featuring two bold flavoured variants; organic Chocolate including an irresistible Milk Chocolate with Caramel and Sea Salt; as well as two silky smooth luxurious milk drinking chocolates.
Concluded Anthony: “Our new Organic Herd name reflects first and foremost the commitment of our dairy farmer owners for working collaboratively, sharing their knowledge and passion to produce the highest quality organic milk. We are a collective of farmers, one could say a ‘true Herd’, dedicated to producing and adding value to milk through adhering to the very highest level of auditable sustainable farming practices.
“Our new name, identity, and premium product range, we believe, reflect and reinforce our core brand values of being collaborative, innovative, authentic and, above all, our preparedness to be bold to make a positive difference. We know we have much more to do but believe our new identity will be a catalyst to enhance and accelerate our mission of providing a sustainable future for our dairy farmers and the natural environment in which they farm.” For more visit omsco.co.uk