Breathing new life into stale categories Tillamook has been revving up its marketing engine to build consumer awareness of the brand including reopening its visitor center where its production factory is housed this past July – in that month alone 10,000 people visited the factory per day, according to Criteser. Their costs have increased but the price they’re getting paid has not so they’re really struggling, all dairy farmers across the country are struggling, especially these smaller farms tucked away on the coast of Oregon,” Criteser said. The US milk price (the market price dairy farmers are paid per 100 lbs of raw fluid milk) in August 2018 was $15.90, the same price as it was in August of 1989, according to USDA data. It is not an easy time to be a dairy farmer right now with many losing their supplier contracts and facing market pricing pressures.
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Frankly, one of the big drivers behind their decision to support a more aggressive growth strategy was out of necessity.” “Farmers have been largely left out of the conversation through the food supply chain. Tillamook’s dairy farmers had felt the squeeze of a contracting domestic dairy market and felt strongly about setting in motion a plan to grow the business beyond the Pacific Northwest.
The Tillamook board consists of dairy farmers who all share ownership of the co-operative and contribute to its dairy production. We talked about the co-op model as a unique way of shortening the distance between agriculture and the consumer,” Criteser told FoodNavigator-USA. “One of the things we talked about during those early days was the opportunity for the company to pursue more of a growth strategy. Criteser took over as Tillamook CEO in 2012.
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