The Hatching Project

I currently work for Tactical Solutions representing a growing Milk brand in the UK, A2 Milk. A2 Milk offers an easy to digest milk alternative that is the only natural milk type in the category. Our challenge is to educate staff and customers in store about our brand and why they should choose our milk over Soya, Goats and Lactofree options out there and the benefits we offer consumers such as being the only natural milk that IBS sufferers can digest amongst others.

The Ontario Dairy Herd Improvement Corporation, run by general manager John Meek, aims to improve the efficiency and profitability of dairy farming through an accurate, rapid, and cost effective milk testing service. Milk testing is an essential herd management component for all dairy processors as it measures the amount, quality and contents of the dairy products. Supply management agencies limit milk production; thus, profit is maximized through acquiring premiums from quality dairy with high levels of protein and butter fat as opposed to mass production and distribution. The dairy herd is the largest source of revenue for farmers, data from milk testing helps maximize milk production as farmers

In 1990, there were over 9300 dairy farms in Ontario housing almost 450,000 cows. The farm-gate value of milk produced exceeded 1.3 billion dollars. At the retail level, dairy product sales in Ontario exceeded 4 billion dollars. The number of dairy herds in Ontario on a milk-testing program had declined from about 7100 in 1985 to 6000 in 1990. Moreover, a continued decrease was projected.

The powered milk became such a commodity that the local produce dairy farms couldn’t sell their milk. A memorable scene in the film was when the dairy farmers had to spill out all their surplus milk that was only a days worth to make room for new milk since it wasn’t being consumed. A dairy farm used to produce 3,000 quarts per day and after America subsidized the milk industry, dairy farms were producing only about 600 liters. Dairy farmers were run out of their businesses and it’s sad to say but some dairy farmers were forced to convert to butchering their cows in order to make profit (Black).

Considering the marketing segment, we choose the target market from small, medium and large farms. If products are sold to small farms, the sales revenues even can’t cover the cost,

Preventive medical care in the form of vaccines, vitamins, minerals and any approved supplements is strongly relied on to keep the animals as healthy as possible. The process used to bottle and pasteurize the milk produced from these cows must also be certified and the organic milk has to be kept separate from nonorganic milk to uphold its integrity as an organic commodity. Other ingredients used in this process all have to be organic unless there is no organic equivalent. Organic chemicals like volatile synthetic solvents and other synthetic processing aids are also prohibited during the bottling process further upholding the integrity of the milk.

Dairy farmers should make sure their businesses are in the right shape to seize the opportunities

The website has allowed consumers to learn more about recipes using cheese, how to pair cheeses with wine and other foods, increase relationships with their consumers, allow guests to find where to purchase products, increase sales through coupons, offer games for children, and push logo awareness. This, keeps consumers thinking about products and making more purchases. In addition, consumers will search their website after discovering the product or hearing the Happy Cow commercials.

B. One specific company which deals with dairy technology is Lely, who specializes in the robotic milking systems.

The Old Mule Farms is a cow-calf operation that provides calves for feedlots to fatten up before being sent to packing houses and eventually sold as meet for consumers. The current owners have been experiencing a problem with losses in revenue. The expenses that Old Mule Farms incurred are veterinary bills, labor, nutritional supplements and minerals, and a variety of forage. The forage is primarily grazed grasses but is supplemented with hay.

FFA and 4-H are non-profit organizations that allow young children to learn the fundamentals to agriculture as well as the values of responsibility and work ethics. Some of the livestock feeds that Coryell Feed and Supply provides such as Purina and Economy. “The prices for Purina we can not adjust much, due to the company Purina has set minimums that are their purchase prices. However, the Economy brand we are able to be more flexible with for they do not have a set sells minimum” stated Mr. Bay. A bag of Purina oats will normally cost around thirteen dollars while a bag of Economy feed can be under ten dollars a bag depending on the livestock it is intended for”(Mr. Bay). Coryell Feed and supply distribution is to the local area, however, they do not make deliveries customers must come pick up their feed and supplies themselves. “If a customer calls and states that they wish to purchase a certain amount of a product we will have it counted and set aside for them, and once they arrive it is our pleasure to load it for them” said Mr. Bay. Their target market is the niche of the agricultural industry with farmers and ranchers and the hunting community. The market segmentation that is being used for Coryell Feed and Supply is farmers, ranchers and lawn and

Dairy Farmers was established in 1900 (Dairy Farmers, 2006a). It is one of Australia’s oldest food and beverage companies. It is presently headquartered in New South Wales (NSW), Australia. It is also the owner of the popular and award winning OAK brand name. According to company reports, it was originally assigned the responsibility of ensuring the freshness and quality of farmers’ produce when they reached city markets and consumers (Dairy Farmers, 2006a). However, it has grown over the years to become a major and dominant player in Australia, with a turnover of over 1.3 Australian dollars. The company obtains its milk from its own cooperative, made up of thousands of dairy farmers. These farmers are shareholders of the company. Dairy farmers also supplies both fresh and processed products the local as well as export markets. The company is reputed for its product excellence, having won a tall list of awards during its existence. In the words of the company it is “committed to using only the best and freshest ingredients, and to providing our customers with

Canada 's dairy sector operates under a supply management system based on planned domestic production, supervised pricing and strict controls on dairy product imports. The system was adopted for industrial milk in the early 1970s to address the unstable prices, uncertain supplies and fluctuating producers and processor revenues which were common in the 1950s and 1960s. By enforcing this system, farmers attempt to strike the most accurate balance between supply and demand of dairy products (Canadian Dairy Commission, 2010).

Based on the initial declaration of findings from the Conference Board of Canada analysis of supply management, consumers are highly affected by the system as dairy prices in Canada are

Brennan's Farm produces and sells milk. The market for milk is perfectly competitive. The market price of milk is $2.50 per gallon. The relationship between the farm's output and total costs is shown in the table above.