Leading UK organic dairy cooperative Omsco has become Organic Herd in a major brand refresh that also sees the launch of 14-product strong range under the new name.
The rebranding is intended to support Organic Herd’s vision to be recognised as Britain’s preeminent sustainable organic dairy farmers cooperative. A distinctive and more memorable new name, contemporary visual identity and complementary brand values are designed help the farmer-owned cooperative project and develop its sector-leading reputation and its role as a champion for 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. Positioned as a value-added range, it aims to “showcase the very best of organic dairy and set it apart from conventional dairy offerings”.
Commenting on the new name, Martyn Anthony, Organic Herd’s chief executive said: “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.”
New range will be ‘Proudly Sustainable, Naturally Delicious, Always Organic’
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, Always Organic’. The range debut 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 Mild, Mature and Extra Mature Cheddars; Chilli and Garlic & Herb Velvety Cheeses; Salted and Unsalted Butters; Truffle Butter; Milk Chocolate and Caramel & Sea Salt Chocolate; Drinking Chocolate Flakes in Milk Chocolate and Caramel & Sea Salt.
Image: The new Organic Herd product range