Milk At Its Finest

Businessweek.com: Although the 400-acre farm’s profits were a distant memory, Shatto had both a financial and familial stake in the company, and he refused to sell out. “I figured the only thing we could do was keep milking the cows,” he says, “but we had to find a way to make money for a change.”
He conducted a feasibility study and brought in a marketing firm for advice on rejuvenating his brand. The verdict? He believed he could survive as a small family operation, but he needed a clear way to differentiate his milk from that produced by modern, corporate dairies.
So Shatto returned to his roots — playing up his milk’s fresh, hormone-free advantage, using retro glass bottles bearing the slogan “Milk at its Finest,” and, having broken ties with his dairy cooperative, charging more for what he would now brand as a premium product. “We hit on something,” he says. “There was no other glass in the stores.” Thanks to a trendy, throwback image and higher price tag, revenue has climbed more than 70%
Milk At Its Finest [Businessweek.com]