The Natuurhoeve brand has existed for more than 20 years and artisanal yogurt products have been made under this brand for more than 15 years.
Nowadays, the artisanal dairy market is under pressure; there are more suppliers coming in breadth, but also PL wants to position itself artisanally.
Yogurt with undercut fruit is far from unique anymore, but still has a positive image. The ‘Natuurhoeve’ brand, despite being a name of significance and having already built up quite a history, needs re-branding.
The question was to come up with a new positioning for the Natuurhoeve’s more everyday artisanal full-fat and 0% fat yogurt and may get a major makeover both product intrinsically and in terms of appearance.
In addition, as of 2011, sustainability is an important spearhead in the working methods of the Natuurhoeve and this message must be clearly communicated through the packaging. With a whole new name and packaging identity, the Natuurhoeve will continue under the name: The dairy makers
With sustainability as the most important aspect:
- Outdoor grazing, the cows spend at least 120 days a year in the pasture.
- Attention to cow welfare, such as healthy cows in an animal-friendly barn (e.g. cow mattresses and cow brushes).
- All farmers are located in Benschop and the immediate surroundings.
This means fewer miles are made to collect the milk.
- Proper compensation for the milk to the cattle farmers.
This means an above-average milk price.
- Reduction of CO2 emissions.
- Care for the nature around the farm.