The British organic dairy farmers’ cooperative Omsco has adopted a new name and visual identity and will now be known as Organic Herd.
The rebranding will see a vibrant, more contemporary, visual identity and the rebrand will herald the launch of an eponymously named Organic Herd value-added line of branded organic products launching in September.
Aimed at specialist retailers, delis and farm shops, the range includes 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.
“The transition from being the Organic Milk Suppliers Cooperative (Omsco) to Organic Herd demonstrates the ongoing evolution of the business,” explains chief executive, Martyn Anthony (left). “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.
We believe our new, more relevant and relatable name will enable us to redefine and reinforce all that is great about organic dairy
“Our new name, identity and premium product range, we believe, reflect and reinforce our core brand values of being collaborative, innovative, authentic and, above all, our preparedness to be bold to make a positive difference. We know we have much more to do but believe our new identity will be a catalyst to enhance and accelerate our mission of providing a sustainable future for our dairy farmers and the natural environment in which they farm.”
The co-op says its focus moving forward is to continue to deliver sustainable returns to its farmer-owners and that the adoption of the Organic Herd name is an integral part of an ambitious long-term growth and development strategy.