Dairy Processing - September/October 2023 - 19
identity to Hilmar, but in its hometown of
Hilmar, Calif., the company will remain Hilmar
Cheese Company.
Founded in 1984, Hilmar established its
ingredients brand in 2004. By integrating the
company's cheese and ingredients businesses,
Hilmar now can put all of its strategic thinking
and investment behind one brand.
Hilmar's new logo includes a milk droplet
that splits in two, representing the company's
two products, cheese and whey ingredients.
Kyle Jensen, vice president of global sales
and marketing for Hilmar, explained the impetus
behind the rebranding.
" Hilmar had been operating as two separate
divisions based on the product and customers
we serve: cheese and ingredients, " he said.
" To better understand how we have been
performing as a supplier and strategic partner
with our customers, we conducted a brand
study to learn more about their perceptions.
We learned that customers in both parts of the
business had a number of shared beliefs about
us, including strong ethics, trust, transparency,
humility, customer-centricity and partnership.
We also discovered that our company is referred
to as simply 'Hilmar' within our industries. That
knowledge propelled us towards unifying our
company from both an operational perspective
and a brand view. "
Jensen said Hilmar developed a new logo
and communication strategy about what the
company represents.
" The addition of a droplet to the logo
DAIRYPROCESSING.COM | SEP-OCT 2023 19
Hilmar's new $600plus
million facility
in Dodge City, Kan.,
features technology
geared toward
conservation and
sustainability.
http://www.DAIRYPROCESSING.COM
Dairy Processing - September/October 2023
Table of Contents for the Digital Edition of Dairy Processing - September/October 2023
Dairy Processing - September/October 2023 - Intro
Dairy Processing - September/October 2023 - 1
Dairy Processing - September/October 2023 - 2
Dairy Processing - September/October 2023 - 3
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