Starting this month, the Garelick Farms milk stocked by Boston-area grocery stores also will bear another brand: DairyPure.
The joint branding announced Monday is part of a strategy by dairy giant Dean Foods to grow its market share and cut its costs, according to a report in the Wall Street Journal. Executives told the paper that the rebranding was the culmination of a years-long effort to standardize conditions and technologies across its 31 brands of white milk sold nationwide.
With consumers drinking less cow’s milk and more of other beverages, the company is also touting a “purity promise” that includes a guarantee that its cows aren’t treated with artificial hormones. The products will still be marketed as “fresh from your local dairy.”
Garelick Farms won’t disappear from the label. Like other brands, including Berkeley Farms, Lehigh Valley, and Dean’s, it will appear alongside the DairyPure name in similarly sized font, the Journal said.Jack Newsham can be reached at email@example.com. Follow him on Twitter @TheNewsHam.