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Stonyfield Farm’s new packaging and redesigned Web site aim to convey a clear message to consumers about the wholesomeness of its organic and natural dairy products.
“Thanks to the documentary ‘Food, Inc.,’ people are now asking more questions about what's on their plate — where their food comes from, how it’s processed, and whether it's healthy for them, their families and the planet,” explained Stonyfield president and “CE-Yo” Gary Hirshberg. “We tell them.”
The yogurt maker’s packaging now features photographs of the organic dairy farms and cows that supply its milk, he added. “Consumers know just by picking up a cup or visiting the Web site that this is real food from real people,” said Hirshberg. “We believe the more people know about their food, the more informed choices they can make at the cash register.”
The site, Stonyfield.com, additionally goes behind the scenes to give consumers the full story of where its products come from, offering such features as video diaries from dairy farmer Guy Choiniere and a “Bovine Bugle” blog by fellow Vermonter and dairyman Jonathan Gates. Video portraits of farm families and organic enthusiasts like skier Bode Miller, are also available on the site through Stonyfield’s own video “channel,” dubbed YoTube.
“Our Web site is the next best thing to tromping around in the fields and in the barns with the farmers and growers who supply our organic ingredients,” noted Hirshberg. “You can learn firsthand why eating organic starts in the soil or why it keeps family farmers on their land. At Stonyfield, we really see the website as a window into the organic world — and the new cup on the shelf is the first step.”
Londonderry, N.H.-based Stonyfield Farm makes nationally distributed natural and certified organic yogurt, smoothies, milk, cultured soy, frozen yogurt and ice cream. In addition to its revamped packaging and Web site features, the company offsets all of the carbon dioxide emissions generated from its facility energy use, started the nonprofit organization Climate Counts to show people how they can help fight climate change by the way they shop and invest, and donates 10 percent of its profits to Earth-friendly initiatives.