Speciality Food Magazine June 2024

want, because they connect with the values they are looking for in a young, fun way they can really buy into. These are products that make an impact.” Last year. over the course of five months Organic Herd delivered 14 new dairy products into the fine food sector, including premiummild, mature and extra mature Cheddars in grab and go and cutting formats, expertly made by its partner Wyke Farms, which is internationally renowned for its innovation in sustainability. Further Port Salut style cheeses, including flavoured varieties such as chilli, are crafted by partner High Weald Dairy. Brue Valley is making exceptional butters (from unsalted to truffle-infused) for the brand. Chocolate bars and hot C heese is a fascinating product. From sweet, mild and creamy, to distinctly bold, no two are the same, regardless of how or where they are made. Their deliciousness lies in the fact they are naturally individual. And it’s this uniqueness and individuality that’s celebrated by Organic Herd, which is ‘disrupting’ the dairy industry with branding that ‘pops’, and products that deliver on sustainability...and taste. Drawn in by the vibrant on-pack colours and typography, once consumers have an Organic Herd product in their hands, closer inspection will reveal they are holding something produced in tandemwith nature and with respect for the environment. Products that use milk sourced from a co- operative of 120 British organic dairy farmers who believe that how they farm really matters and are therefore committed to making dairy more sustainable through choosing farming practices that make a positive difference to the environment, animal welfare, and the quality of the milk and dairy products they produce. These credentials resonate with a new wave of speciality shopper, particularly Millennials and Gen Z, who are filling their baskets more consciously, reaching for healthier, unprocessed foods, and enjoying making purchases outside the realms of the supermarket, within farm shops, delis, food halls and garden centres. A herd apart Organic Herd is the trading name of Omsco (the Organic Milk Suppliers Co-operative) which was founded in 1994. “It started as an organic co-operative, conceptualised around a farmer’s table between five founder members,” says CEO Martyn Anthony. “They started to pool together organic farms from around the UK to service a growth in demand for organic dairy.” “Around 18 months ago we felt 29 MEET THE CHEESEMAKER @specialityfood the organic message was becoming lost,” Martyn explains. “We sat down as a board to discuss how best to re-energise our messaging, highlight everything that’s great about organic dairy and resonate with existing and new consumers who care about what they eat. As such, we made the decision to rebrand, working with our creative agency, Quantock, to create a range of distinctive, delicious and, yes in many ways, disruptive organic dairy products that really champion the values that we and our farmers believe in.” Martyn adds the purpose of rebranding as Organic Herd was “to get the organic message out, and to engage consumers with something a bit more fun that broke the normal industry narrative.” “We wanted to be different, to turn dairy upside down,” agrees Organic Herd’s director of membership and communication, Sara Ogborne. “Our three pillars are ‘Proudly Sustainable’, ‘Naturally Delicious’, and ‘Always Organic’. Organic Herd is founded on the values of our farmers, and how we farm as a co-operative. That’s at the heart of everything we do. And on top of that, from a customer point of view, we’re focused on creating products that we believe consumers actually chocolate drinking flakes make it into the mix too.With NPD ongoing, this herd is not standing still. Howwe farmmatters As a legally definedmethod of productionwith a strict set of criteria to adhere to, organic sets the gold standard for farming, and has always (rightfully) been seen as a sign of quality. Organic Herd’smission is to unpackwhat organicmeans (for people and the planet) in an accessible way. To breathe new life into the organic category. “Organic delivers against somany consumer concerns; free range, grass fed, herbicide free, and planet positive to name a few. But as an industry, we forgot to tell consumers, howwe farm, and why it matters.” “I think, over time, people have lost the reasonwhy organic is really good for them,” Sara says. “We needed to give thema reason to engage with it again. Certainly, our view is that people are looking for value, but they are definitely still looking for values, and what we’ve tried to do with Organic Herd is reposition organic, but also ensure consumers are able to understand those values and feel good about buying organic without preaching to them.” If you look at the design of the products, and tone of voice “it’s not holier than thou. It’s vibrant, and positive. It’s food and drink that puts a smile on people’s faces.” While retailers and producers are being pressed to bemore sustainable than ever before, Martyn says nutrition also resonates with consumers, with a recent study by analysts at Nielsen showing that, although respondents are thinking about the environmental impact of what they eat, they’re put healthfulness and nutrient-dense food and drink first. “Consumers want to buy products that are nutritious,” Martyn adds. “If you look at organic, it’s naturally high in nutrients. And Organic Herd is the largest co-operative to have amilk pool that’s truly antibiotic free. On animal welfare, better nutrition, and better sustainability, it ticks all the boxes.” How to stock Organic Herd has deliberately chosen to workwithin the speciality sector, withMartyn saying it’s the “right thing to do” to not only put the brand’s products in front of its core demographic, but also to support retailers by enabling them to shake up their deli counters with something a bit different. Organic Herd is available via Rowcliffe, Longmans, CLF, Cress Co and Suma, with sampling packs available. You’ll also be able tomeet the teamand try the range at this September’s Speciality & Fine Food fair in London. Organic Herd is going against the status quo in dairy with its range of sustainable, disruptive and fun products