Yeo Valley has joined forces with the Organic Milk Suppliers Co-operative (OMSco) in a bid to build the organic dairy brand’s milk range. The partnership, which launches this week, will give Yeo Valley a major boost with retailers.
OMSco, the UKs largest co-operative of organic dairy farmers, is scaling back plans to launch its own branded products, which include the Altogether Better milk brand, in order to throw its weight behind the Yeo Valley brand.
Yeo Valleys milk range will now be co-branded OMSco and "Altogether Better" on packs.
The partnership will provide Yeo Valley with an increasing supply of milk which will enable the brand to continue to grow while, in turn, the co-operative farmers receive a fair price.
Yeo Valley marketing director Ben Cull says the move will ensure the organic milk sector has a strong brand leader and will boost consumer confidence in the sector.
The partnership will be supported by a promotional and trade campaign before the end of the year a consumer advertising campaign is not expected to follow until early next year.
OMSco marketing manager Rosie Palmer says: "The new brand partnership will give our members the assurance of a long-term commitment from Yeo Valley and greater confidence in the future of the organic dairy industry."
The Yeo Valley now accounts for 4.8 per cent of the total milk market (AC Nielsen). It is now the leading brand in the organic milk market. The deal means that the Yeo Valley brand will be available in all major supermarkets. The Altogether Better brand will continue to be sold in Sainsburys.