Milk producers today do a lot more than just sell milk. Those small town dairy farmers of yesterday have come a long way from the days when their most formidable challenge was supplying the milkman with fresh milk for his daily routes. Today's producers of milk process and distribute--through regional and even national channels--a generous assortment of dairy products that millions of Americans would not consider living without. On top of all that, local milk producers strive to develop new technologies so that they can ensure a constant supply of high quality products for future generations.

Nowhere is the changing face of the dairy industry more obvious than in the expanded product lines of today's dairy producers. Some companies are responding to consumers' preference for organic foods and are offering a complete line of organic dairy products. Other companies are seeking to satisfy the latest demands for non-dairy milk products. Those dealing with today's milk companies have several options:

1. Play it safe with traditional, nationally recognized brands of dairy products.

2. Tap into the milk industry's expanding supply of organic products.

3. Provide greater consumer choice with non-traditional milk products.

Action Steps
The best contacts and resources to help you get it done

Consider how brand recognition drives sales of dairy products

Every wholesaler and retailer knows just how loyal most consumers are to a specific brand name. It may not be worth your effort to look for another dairy producer if you're already selling out of the products made by the top-sellers.

I recommend: Dean Foods, the nation's largest milk and dairy producer, runs more than 100 plants in the United States and produces some of the best-known milk and dairy products. Smith's Dairy Products Company, with headquarters in Orrville, Ohio, started in 1909 and has consistently earned awards for high industry standards. The company offers a complete line of premium milk and ice cream products.

Buy organic products from milk companies to expand your customer base

Almost every food products sold today has an organic alternative because consumers are hooked on the idea that organic foods mean healthier foods. The growing trend towards organic foods means that consumers are willing to pay a little more for these products.

I recommend: Stonyfield Farm has been producing all-natural milk products that are free of artificial anything for 25 years. The company uses more than 60,000 acres of farmland to produce its organic milk, yogurt, ice cream and dairy drinks without toxic pesticides and chemical fertilizers. Also well known in the organic milk industry is Horizon Organic Dairy. For the last 15 years, Horizon has been the largest national producer of organic milk, sour cream, butter, ice cream, yogurt and cheese.

Offer non-traditional milk products from dairy producers for restricted diets

Creating the most appealing choice of products for your consumers means that you will sell non-dairy milk items for lactose-intolerant consumers.

I recommend: Meyenberg, a California-based company, has made premium quality goat's milk for 70 years. Meyenberg offers whole and low fat goat's milk, goat's milk butter and even powdered goat's milk. Silk, based in Colorado, remains a market leader in the soy food industry. It created the first refrigerated soymilk in 1996 and, since then, has expanded its line to include yogurt and creamer.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Ask your milk producer to assist you in developing the best strategy to assemble an appealing dairy shelf. These companies understand product appeal and category growth. Request that their sales representatives share their market expertise with you.