2000 Annual Report for FNC00-324
Promoting and Distributing PastureLand Products
Summary
PastureLand Dairy Cooperative received a 2000 SARE grant to strengthen the marketing plan for their grass-based dairy products. PastureLand is a cooperative of five farm families working on three grass-based dairy farms in Southeastern Minnesota. The foundation of the system is that the grass based farms are managed using a whole farm approach, which results in better working conditions for both people and animals.
The three areas that PastureLand was looking to improve on included Product Development, Manufacturing/Distribution and Pricing. Throughout this grant they have worked with local co-packers in the production of their cheeses and butters. In 2002 they introduced an unsalted butter and two new cheeses. PastureLand continues to search for new ways to increase their product line through the use of byproducts.
With the help of Jeanne Quan and John Seymour-Anderson who were hired as marketing and product identity consultants, PastureLand was able to modify its logo and redesign the packaging for their butter and cheese products. “We are very pleased with the outcome of this work and believe that our packaging will now pull more weight as we work to tell the story behind our products,” expressed Dan French.
PastureLand is currently marketing its cheese and butter products at 27 retail sites in Southeastern and Western Minnesota as well as in the Twin Cities. They also sell their products directly through the Farmer’s Market in Rochester, MN. This project has allowed PastureLand to analyze their pricing strategies and shipping techniques to increase the efficiency of their production process and reduce the costs of their operation.
Throughout this project they have increased their knowledge on the marketing of grass-based dairy products and have found success in the combination of both wholesale and direct marketing strategies. During the two years of this project they were also able to create new brochures and start a new website which was very helpful in promoting the Open Farm Day that they hosted in 2003.
PastureLand Cooperative
56330 State Highway 57
Dodge Center, MN 55927
www.pastureland.net