Monday, 18 April 2016 08:55

Pinpointing the growth targets

Written by 
The US market is one of six growth regions pinpointed in Arla's strategy 'Good Growth 2020'. Source: Arla.com The US market is one of six growth regions pinpointed in Arla's strategy 'Good Growth 2020'. Source: Arla.com

The US market is one of six growth regions pinpointed in Arla's strategy 'Good Growth 2020'.

The goal is to become a top 10 player in the retail cheese market by growing its business beyond the deli section into the dairy aisle, where 92% of US cheese sales take place.

A newly launched big bet in the dairy aisle is Arla branded cream cheese, which has no artificial growth hormones, artificial ingredients or flavours.

"US consumers are increasingly looking for food products they can feel good about serving and consuming from a better-for-you standpoint," says head of Arla Foods USA, Don Stohrer Jr.

"This is exactly the position we have created for the Arla brand with its authenticity, transparency and great taste. It's an attractive position that doesn't now exist in the US dairy aisle or the cheddar segment. Our expectation is that the new cheddar products will create a halo effect for the cream cheese and other Arla branded products."

The joint venture will be owned 70% by DFA, which also holds the management role, 20% by Arla and 10% by the eight farmers who supply the milk. Thirty people are expected to be employed.

On-site construction will begin later this year, to start producing in the autumn 2017.

More like this

Solid result for Arla despite Covid

European co-operative Arla Foods says it has delivered financial results and branded sales volumes at the top end of expectations, despite challenges posed by Covid-19.

Farmers to power own plant

European dairy co-operative Arla says renewable electricity produced by its farmer owners could soon be used to operate in milk plants.

Arla eyeing $1b online sales

European cooperative Arla is fast tracking plans to become the trading bloc’s dairy market leader for e-commerce as more consumers shop online in a Covid-riddled world.

National

Machinery & Products

Effluent injection goes XL

Dutch effluent specialist Vredo is testing 15 and 18-metre wide slurry injection rigs for the upcoming 2022 spreading season.

Choosing the right pump

Choosing the right pump for an effluent system is the key to ensuring a system works well and gives many…

Spreading muck with ease

Palmerston North headquartered Strautmann Hopkins Ltd imports the extensive range of Strautmann Muck Spreaders for farmers and contractors, built by…

» The RNG Weather Report

» Latest Print Issues Online

Milking It

Liquid or powder?

Fonterra, the biggest exporter of milk powder to Sri Lanka, may have a new battle on its hands.

Failed legal action

UK vegan and animal rights groups have failed in a bid to ban an advertising campaign promoting meat and dairy…

» Connect with Dairy News

» eNewsletter

Subscribe to our weekly newsletter